A Model to Explain Microfranchising in Bottom of the Pyramid Markets

Authors

• Robert J. Jensen, Brigham Young University - ProvoFollow
• Chris Sutter, The Ohio State University

Keywords

microfranchising, bottom-of-the-pyramid markets, developing-world business models

Abstract

Microfranchising, an emerging business model in the developing world, is effectively enhancing bottom of the pyramid markets (BOP) or markets serving the poorest of the poor in developing countries. This Article seeks to explain how and why microfranchising has emerged as a business model in the developing world. Approaching microfranchising from the perspective of the franchisor, this Article proposes a model to determine when microfranchising might present a viable option for firms seeking to operate in BOP markets.¹

Original Publication Citation

"A Model to Explain Microfranchising in Bottom of the Pyramid Markets", International Law & Management Review, Volume 5, Pages 189-206, 2009

BYU ScholarsArchive Citation

Jensen, Robert J. and Sutter, Chris, "A Model to Explain Microfranchising in Bottom of the Pyramid Markets" (2009). Faculty Publications. 9870.
https://scholarsarchive.byu.edu/facpub/9870

Document Type

Peer-Reviewed Article

Publication Date

2009

Publisher

International Law & Management Review

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Associate Professor

Copyright Use Information

http://lib.byu.edu/about/copyright/