An Exploration of Franchising Strategy: Insights From New Zealand's Real Estate Agency Sector

Topics:
Market Studies,
Recruitment
Tags:
Business Operations,
New Zealand,
Real Estate,
Strategy
Source:
Massey University

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Overview: Business format franchising in the real estate agency sector (real estate brokerage industry) in New Zealand is a recent phenomenon. Beginning in the early 1990s, it has taken firm hold. This paper reports on an ongoing study, initially focusing on the franchisor perspective. It identifies elements for franchise growth and competitive advantage in the industry. These include market share; direct office ownership; novel notions of acculturation and parallelism and focus, as well as brand affiliation and internationalisation. These issues are discussed in the paper.

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Format: PDF | Size: 155KB | Date: Jun 2005 | Pages: 26

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