The Implementation Of Brand Standards In Franchised Retailing: The Field Of Car Dealerships

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Benjamin Morisse


Franchised Retail, Brand Standards, Deviations, Specifications, Effectiveness, Incentives, Control, Automotive


The management of franchisedretailing networks often involves the implementation of brand standardsthroughout the dealership. However, these standards might not be met, whether becauseof the dealer’s management of its own assets or because of the customer contactstaff’s behavior towards clients. This article analyses the dissonance betweenthe brand’s prescribed standards and staff behavior across retailers for thefield of car retailing. It offers management recommendations designed to bringstaff behavior closer in alignment with brands’ knowledge.


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