Case Study: Pho 24 Vietnam

Topics: Franchising, Franchise, Brand Pages: 21 (6652 words) Published: July 21, 2013
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Journal of Marketing Channels
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Pioneering Asian Franchise Brands: Pho24 in Vietnam
Lorelle Frazer & Bill Merrilees
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Asia-Pacific Centre for Franchising Excellence, Griffith Business School, Griffith University, Australia Version of record first published: 30 Aug 2012.

To cite this article: Lorelle Frazer & Bill Merrilees (2012): Pioneering Asian Franchise Brands: Pho24 in Vietnam, Journal of Marketing Channels, 19:4, 295-309 To link to this article:

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Journal of Marketing Channels, 19:295–309, 2012 Copyright # Taylor & Francis Group, LLC ISSN: 1046-669X print=1540-7039 online DOI: 10.1080/1046669X.2012.700264

Pioneering Asian Franchise Brands: Pho24 in Vietnam
Asia-Pacific Centre for Franchising Excellence, Griffith Business School, Griffith University, Australia

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Pho24 is Vietnam’s largest and most rapidly growing franchise system. In this research, a case study approach is used to study the franchising strategy employed by the organization to achieve rapid growth in Vietnam and internationally. Key people in the organization were interviewed, including the founder=franchiser, franchisees, and company employees. Data were collected over a 12-month period from the organization’s operations in three countries: Vietnam, Australia, and Singapore. The findings indicate that cultural and legal contexts heavily influence the franchiser’s philosophy. Traditional explanations of franchising, such as resource constraints theory and agency theory, only partially explain the motivations for franchising. An alternative hybrid model of franchising—an Asian partnership model of franchise brand management—is adopted to improve control and collaboration between the franchiser and franchisees. KEYWORDS born global, case study, entrepreneur, franchise, Vietnam

There is an emerging literature on entrepreneurial brands (Doyle, 2003; Merrilees, 2007; Rode & Vallaster, 2005). However, few of these studies are in the Asian context and, in particular, almost nothing is known about homegrown Asian franchising brands. In part this is because there are limited The authors are grateful for the cooperation of Dr. Ly Qui Trung, Founder and Franchiser of Pho24, for allowing access to his organization for this case study. Address correspondence to Lorelle Frazer, Griffith Business School, Griffith University, Logan Campus, Academic 2 Building (L08), Meadowbrook, Queensland 4134, Australia. E-mail: [email protected] 295


L. Frazer and B. Merrilees

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examples of exemplar home-grown Asian...

References: Downloaded by [RMIT University] at 13:11 21 March 2013
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