Alternative modes of entry and unexpected events in franchising

Alexander Rosado-Serrano, Inter American University of Puerto RicoFollow
Antonio Navarro-García, University of SevilleFollow

Abstract

Store-in-store franchising or corner franchising is the application of a franchise format within another business, such as big box retailers, supermarkets, and gas stations; and pop-up stores are temporary store formats opened in shopping malls or other venues for a short period. Despite the regular application of these strategies by franchisers, the academic literature on store-in-store franchising and pop-up stores is relatively limited. There is a particular need after the COVID-19 outbreak to construct new lenses through which to explore how these modes of entry adapt to the new environment of business interruptions and border closures. Motivated by this research gap, this paper explores the implementation and application of store-in-store and pop-up franchising in the retail industry before COVID-19. The paper thereby consolidates the research into stores-in-stores and pop-up stores and provides a disaster studies-based research framework, a set of theoretical propositions, and some managerial implications.

Keywords

business disaster research, pop up store, store-in-store, temporary store, big box retailers

Chinese Abstract

特许经营中的其他进入模式和意外事件

店中店特许经营或角落特许经营是将特许经营模式应用于其他业务中的做法，如大型零售商、超市和加油站；而快闪店则是在购物中心或其他场所短期开放的临时商铺。尽管特许经营者经常采用这些策略，但有关店中店特许经营和快闪店的学术文献相对有限。在COVID-19爆发后，有必要构建新的视角以探索这些进入模式如何适应业务中断和边界关闭的新环境。针对这一研究空白，本研究探讨了COVID-19疫情之前在零售业中实施和应用店中店和快闪特许经营的情况。本文整合了店中店和快闪店方面的研究，并提供了一个基于灾难研究的研究框架、一组理论命题和一些管理启示。

关键词：企业灾害研究，快闪店，店中店，临时商铺，大型零售商

ORCID Identifiers

Alexander Rosado-Serrano: https://orcid.org/0000-0002-7361-8173

Antonio Navarro-Garcia: https://orcid.org/0000-0002-8215-4665

DOI

10.5038/2640-6489.7.2.1190

Recommended Citation

Rosado-Serrano, A., & Navarro-García, A. (2022). Alternative modes of entry and unexpected events in franchising. Journal of Global Business Insights, 7(2), 94-108. https://www.doi.org/10.5038/2640-6489.7.2.1190