communication of the franchisors towards the prospective franchisees: the case of subway

Rozenn Perrigot (1) , Guy Basset (1) , Gérard Cliquet (1)

1 CREM - Centre de recherche en économie et management

The number of franchising networks has been growing over the last years. The number of prospective franchisees is therefore increasing as the number of franchisors is doing as well. As a result, important questions can be raised: How are the franchisors able to attract the prospective franchisees better than their competitors do? What kind of communications can be used by the franchisors to attract and appeal the prospective franchisees? In this paper, we expose traditional and innovative means of attracting new franchisees before focusing on the case of Subway, one of the biggest franchising networks in the world, specialized in sandwiches. Managerial implications aiming at helping the franchisors to attract more and better new franchisees than the competitors are also discussed.

Mots clés: Communication policy; franchisee selection process; influencers; Internet; social networks; viral marketing

Domaines: Gestion et management

Rozenn Perrigot, Guy Basset, Gérard Cliquet. communication of the franchisors towards the prospective franchisees: the case of subway. 2009 EMNET Conference, Sep 2009, Sarajevo, Bosnia and Herzegovina. 24 p. ⟨halshs-00454557⟩