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Effects of US‐based franchising in the developing world: a middle‐eastern consumer perspective
Author(s) -
Grünhagen Marko,
Witte Carl L.,
Pryor Susie
Publication year - 2009
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.289
Subject(s) - agency (philosophy) , globalization , context (archaeology) , perspective (graphical) , middle east , franchise , product (mathematics) , politics , consumer research , marketing , transformative learning , macro , focus group , sociology , business , political science , social science , geography , pedagogy , geometry , mathematics , archaeology , artificial intelligence , computer science , law , programming language
This paper investigates the impact of US‐based franchising in the Middle Eastern context of Egypt. In a review of the franchise literature, micro‐ and macro‐level effects are identified and categorized across social, economic, cultural, political, and marketplace dimensions. A qualitative analysis using focus groups of Middle Eastern consumers was conducted. Clear evidence of “consumer agency” as a transformative force in the globalization process is revealed. In addition to confirming consumer agency findings from previous research, this study also indicates a sequential progression of product adoption over time along Eckhardt and Mahi's (2004) consumer agency categories. Managerial and theoretical implications are discussed. Copyright © 2009 John Wiley & Sons, Ltd.