Owen Wright - Academia.edu (original) (raw)

Papers by Owen Wright

This paper provides an in-depth qualitative investigation into the nature of the franchisee/franc... more This paper provides an in-depth qualitative investigation into the nature of the franchisee/franchiser relationship. The view that stable franchising relationships are formulated with the presence of trust and commitment is further enhanced and developed ...

Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015

The aim of this research was to explore the dimensions of franchisor and franchisee power and con... more The aim of this research was to explore the dimensions of franchisor and franchisee power and control in the franchising relationship in the Australian franchising sector. In a franchising arrangement the franchisee is heavily dependent on the franchisor, particularly in the early stages where the learning curve is steep. It is generally agreed that the franchisor wields the most power, although it is the mere perception of power rather than reality that is of most importance. Yes Yes

This paper focuses on the issue of organisational co-branding, and in particular, whether a sub-b... more This paper focuses on the issue of organisational co-branding, and in particular, whether a sub-brand can perform the dual function of a co-brand. It is proposed that within a specific environment this apparent contradiction of terms is possible. This phenomenon is examined through the example of the McDonald's/McCafe co-branded franchising arrangement, which evolved in Australia through the 1990s and early 2000s. This paper attempts to clarify the limited discussion in literature regarding sub-brands and co-brands with regard to the McDonald's/McCafe brand relationship and also highlights some of the differences between a promotional/product based co-branded relationship and co-branding in an organisational context. Hence, a theoretical perspective is formulated representing a brand portfolio structure that intrinsically links the parent brand synergistically at the sub-brand level to achieve a more complex co-branded arrangement. Yes Yes

Retail co-branding is an increasingly popular form of growth in mature business format franchises... more Retail co-branding is an increasingly popular form of growth in mature business format franchises. This paper presents a study of franchised retail co-branding arrangements in Australia utilising a grounded theoretic approach building on previous case study research. Co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this phenomenon. The research reveals that the motivations for the development of internal co-brands into existing franchises include alignment of a suitable brand with existing retail formats and risk-averse behaviour. This research shows that co-brands are successfully created internally when franchisors are willing to modify the culture and concept of the original franchise brand in order to achieve system growth. Yes Yes

ABSTRACT This paper presents research that investigates and identifies attributes of franchised b... more ABSTRACT This paper presents research that investigates and identifies attributes of franchised businesses and how those attributes are perceived by potential franchisees in the early stages of the business sale process. This research adopts a view of the nature and effectiveness of the franchise disclosure document and its usefulness in the franchise sales process to prospective franchisees. We apply a signalling-theoretic perspective of the value proposition of franchise opportunities with the goal of assisting key franchising stakeholders to design effective (generic) disclosure documents, within the context of mandatory regulatory framework, so as to minimise franchisor and franchisee goal divergence, conflict and (ultimately) franchise unit and system failure. We find that much of the required material has little value to prospective franchisees. Yes Yes

Advances in Qualitative Methods, 2006

... Title, Basic Social Process to Strategic Organisational Process: Grounded Theory Development.... more ... Title, Basic Social Process to Strategic Organisational Process: Grounded Theory Development. Author, Wright, Owen; Parry, Kenneth William. ... All other rights are reserved, except for fair dealings or other user rights granted by the copyright laws of your country. Footer information ...

34th EMAC Conference, 2005

... There are no files associated with this record. Title, The McCafe Experience - Co-branding Ca... more ... There are no files associated with this record. Title, The McCafe Experience - Co-branding Case Study. Author, Wright, Owen; Frazer, Lorelle. ... All other rights are reserved, except for fair dealings or other user rights granted by the copyright laws of your country. Footer information. ...

ANZMAC 2005, 2005

Page 1. Brand Piracy By Franchisees Lorelle Frazer, Bill Merrilees & Owen Wright, Griffith Un... more Page 1. Brand Piracy By Franchisees Lorelle Frazer, Bill Merrilees & Owen Wright, Griffith University Abstract ... This body of literature analyses the ever-increasing phenomenon of brand-counterfeiting but remains focussed on a global perspective (Green and Smith, 2002). ...

22nd Annual International Society of …, 2008

Since 1987 the Chinese economy has moved from being the 32nd largest economy in the world to 6th ... more Since 1987 the Chinese economy has moved from being the 32nd largest economy in the world to 6th currently and it is on target to become the largest by 2012. The implications for Australia are significant. However, entering the Chinese market is complex and much depends on understanding formal networks. This paper explains some of the complexities and, in particular, the principle of 'guanxi'. The paper briefly examines how Australian potential business entrepreneurs can take accelerated advantage of guanxi through the formal Sister City and Sister State Arrangements in entering the Chinese market. A brief case study is provided of each of the two such arrangements to illustrate how they operate.

Journal of Marketing Management, 2007

Proceedings of the 2009 …, 2009

This paper presents exploratory research which investigates and identifies attributes of franchis... more This paper presents exploratory research which investigates and identifies attributes of franchised businesses and how those attributes are perceived by potential franchisees in the early stages of the business sale process. This research adopts a view ...

Retail co-branding is an increasingly popular form of growth in a maturing Australian franchising... more Retail co-branding is an increasingly popular form of growth in a maturing Australian franchising sector. This paper presents an exploratory study of franchised retail co-branding arrangements utilising a case study approach. The existing literature, which has ...

… World Business, Marketing …

This paper presents a study of the co-branding arrangement between BP (service stations) and Wild... more This paper presents a study of the co-branding arrangement between BP (service stations) and Wild Bean Café (a café concept created by BP in Australia in 2004). Co-branding is an increasingly popular form of growth in a maturing franchise sector. This case study presents an ...