Franchising at the bottom of the pyramid (BOP) : an alternative distribution approach

Tendai Chikweche, Richard Fletcher

    Research output: Contribution to journalArticlepeer-review

    12 Citations (Scopus)

    Abstract

    Bottom of the Pyramid (BOP) markets provide distinct marketing challenges to firms either serving these markets or intending to enter these markets. BOP markets have often been criticised for having weak supporting infrastructure such as inefficient or non-existence of distribution systems which hinder firms' ability to distribute products to consumers. Franchising is one distribution strategy which firms can use to enhance distribution at the BOP. Using findings from research conducted in Zimbabwe, this article demonstrates how firms can use franchising as a distribution strategy to facilitate distribution of products to those at the BOP. Both consumers and firms derive benefits from the use of franchising. Firms face distinct challenges in using this strategy and need to re-invent the way they do business.
    Original languageEnglish
    Pages (from-to)343-360
    Number of pages18
    JournalInternational Review of Retail, Distribution and Consumer Research
    Volume21
    Issue number4
    DOIs
    Publication statusPublished - 2011

    Fingerprint

    Dive into the research topics of 'Franchising at the bottom of the pyramid (BOP) : an alternative distribution approach'. Together they form a unique fingerprint.

    Cite this