Franchising at the BOP : an alternative distribution strategy

Tendai Chikweche; Richard Fletcher; Daniela Spanjaard; Sara M. Denize; Neeru Sharma

Franchising at the BOP : an alternative distribution strategy

Tendai Chikweche, Richard Fletcher, Daniela Spanjaard, Sara M. Denize, Neeru Sharma

School of Business

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

Bottom of the pyramid (BOP) markets provide distinct marketing challenges to firms serving these markets. BOP markets have often been criticized for having a poor supporting infrastructure such as weak distribution systems which hinder firms' ability to get their products into the hands of BOP consumers. Franchising is one strategy which firms can use to enhance the distribution of their products at the BOP. Using findings from research conducted in Zimbabwe, this paper argues for the use of franchising as an effective alternative distribution strategy at the BOP.

Original language	English
Title of host publication	Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W.
Publisher	Promaco Conventions for the ANZAM 2008 Conference
Number of pages	7
ISBN (Print)	1863081445
Publication status	Published - 2008
Event	Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → …

Conference

Conference	Australian and New Zealand Marketing Academy Conference
Period	1/12/13 → …

Keywords

marketing
franchises (retail trade)
social networks
marketing channels
bottom of the pyramid
Zimbabwe

Cite this

Chikweche, T., Fletcher, R., Spanjaard, D., Denize, S. M., & Sharma, N. (2008). Franchising at the BOP : an alternative distribution strategy. In Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W. Promaco Conventions for the ANZAM 2008 Conference.

Chikweche, Tendai ; Fletcher, Richard ; Spanjaard, Daniela et al. / Franchising at the BOP : an alternative distribution strategy. Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

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title = "Franchising at the BOP : an alternative distribution strategy",

abstract = "Bottom of the pyramid (BOP) markets provide distinct marketing challenges to firms serving these markets. BOP markets have often been criticized for having a poor supporting infrastructure such as weak distribution systems which hinder firms' ability to get their products into the hands of BOP consumers. Franchising is one strategy which firms can use to enhance the distribution of their products at the BOP. Using findings from research conducted in Zimbabwe, this paper argues for the use of franchising as an effective alternative distribution strategy at the BOP.",

keywords = "marketing, franchises (retail trade), social networks, marketing channels, bottom of the pyramid, Zimbabwe",

author = "Tendai Chikweche and Richard Fletcher and Daniela Spanjaard and Denize, {Sara M.} and Neeru Sharma",

year = "2008",

language = "English",

isbn = "1863081445",

booktitle = "Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W.",

publisher = "Promaco Conventions for the ANZAM 2008 Conference",

note = "Australian and New Zealand Marketing Academy Conference ; Conference date: 01-12-2013",

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Chikweche, T, Fletcher, R, Spanjaard, D, Denize, SM & Sharma, N 2008, Franchising at the BOP : an alternative distribution strategy. in Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, Australian and New Zealand Marketing Academy Conference, 1/12/13.

Franchising at the BOP : an alternative distribution strategy. / Chikweche, Tendai; Fletcher, Richard; Spanjaard, Daniela et al.
Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W.. Promaco Conventions for the ANZAM 2008 Conference, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper

TY - GEN

T1 - Franchising at the BOP : an alternative distribution strategy

AU - Chikweche, Tendai

AU - Fletcher, Richard

AU - Spanjaard, Daniela

AU - Denize, Sara M.

AU - Sharma, Neeru

PY - 2008

Y1 - 2008

N2 - Bottom of the pyramid (BOP) markets provide distinct marketing challenges to firms serving these markets. BOP markets have often been criticized for having a poor supporting infrastructure such as weak distribution systems which hinder firms' ability to get their products into the hands of BOP consumers. Franchising is one strategy which firms can use to enhance the distribution of their products at the BOP. Using findings from research conducted in Zimbabwe, this paper argues for the use of franchising as an effective alternative distribution strategy at the BOP.

AB - Bottom of the pyramid (BOP) markets provide distinct marketing challenges to firms serving these markets. BOP markets have often been criticized for having a poor supporting infrastructure such as weak distribution systems which hinder firms' ability to get their products into the hands of BOP consumers. Franchising is one strategy which firms can use to enhance the distribution of their products at the BOP. Using findings from research conducted in Zimbabwe, this paper argues for the use of franchising as an effective alternative distribution strategy at the BOP.

KW - marketing

KW - franchises (retail trade)

KW - social networks

KW - marketing channels

KW - bottom of the pyramid

KW - Zimbabwe

UR - http://handle.uws.edu.au:8081/1959.7/45336

M3 - Conference Paper

SN - 1863081445

BT - Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008 Olympic Park, Sydney, N.S.W.

PB - Promaco Conventions for the ANZAM 2008 Conference

T2 - Australian and New Zealand Marketing Academy Conference

Y2 - 1 December 2013

ER -

Franchising at the BOP : an alternative distribution strategy

Abstract

Conference

Keywords

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