Competitive Advantage through Specialty Franchising

Abstract

Suggests that competitive mobility is based on strategic adaptation to meet customer needs and market trends. This type of competitive advantage is characteristic of mobile service franchises, and it also has implications for non‐franchised businesses. Reviews the growth of mobile service franchises and the consumer trends supporting their development, and examines how these franchises use mobility to create competitive advantage. Identifies and describes seven dimensions/elements defining the competitive mobility of these organizations, based on a study of 25 mobile franchise systems. Discusses the implications of competitive mobility for most types of business.

Citation

Preble, J.F. and Hoffman, R.C. (1994), "Competitive Advantage through Specialty Franchising", Journal of Services Marketing, Vol. 8 No. 2, pp. 5-18. https://doi.org/10.1108/08876049410058406