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Better Together
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Editorial Reviews
From Library Journal
Birkeland, who is the CEO of his own institute as well as a professor and lecturer (at the Universities of Minnesota and Chicago, respectively), tells the story of franchising by engaging us through dialog. Though he uses pseudonyms for company names, his book is based on extensive research culled from interviews, attendance at seminars, and participation in the day-to-day operations of three different franchises. After a brief history of the franchise system, he gets down to the nitty-gritty of this entrepreneurial endeavor. Birkeland offers a balanced perspective as he teaches us about the risks, pitfalls, and challenges for both franchisee and franchiser. In addition, the reader gets an overview of the different types of franchise systems, the components of franchise fundamentals (royalties, trademarks, and long-term contracts), social profiles of franchisees, and, for the franchiser, consideration of the question, "Who controls?" This is a useful, readable book, especially for those considering the idea of entering the franchise system for the first time. Recommended for marketing and business collections in both academic and public libraries. Bellinda Wise, Nassau Community Coll. Lib., Garden City, NY
Copyright 2002 Cahners Business Information, Inc.
Product Description
See all Editorial Reviews
Birkeland, who is the CEO of his own institute as well as a professor and lecturer (at the Universities of Minnesota and Chicago, respectively), tells the story of franchising by engaging us through dialog. Though he uses pseudonyms for company names, his book is based on extensive research culled from interviews, attendance at seminars, and participation in the day-to-day operations of three different franchises. After a brief history of the franchise system, he gets down to the nitty-gritty of this entrepreneurial endeavor. Birkeland offers a balanced perspective as he teaches us about the risks, pitfalls, and challenges for both franchisee and franchiser. In addition, the reader gets an overview of the different types of franchise systems, the components of franchise fundamentals (royalties, trademarks, and long-term contracts), social profiles of franchisees, and, for the franchiser, consideration of the question, "Who controls?" This is a useful, readable book, especially for those considering the idea of entering the franchise system for the first time. Recommended for marketing and business collections in both academic and public libraries. Bellinda Wise, Nassau Community Coll. Lib., Garden City, NY
Copyright 2002 Cahners Business Information, Inc.
Product Description
McDonald's. Blockbuster Video. Jiffy Lube. Subway. Franchising has become an ever-present feature of the American landscape. One-third of the U.S. gross domestic product flows through franchises, and one out of every sixteen workers is employed by one. But how did franchising come to play such a dominant role in the American economy? What are the day-to-day experiences of franchisees and franchisers in the workplace? What challenges and pitfalls await them as they stake their claim to prosperity? These are just a few of the questions explored in Franchising Dreams, a documentary-like look into the frustrations and uncertainties that entrepreneurs face in their pursuit of the American dream.
Peter M. Birkeland worked for three years in the front-line operations of franchise units for three companies, met with CEOs and executives, and attended countless trade shows, seminars, and expositions. All this firsthand experience gave him unprecedented access to the hopes and aspirations of franchisees. His book closely traces different franchisees and follows them as their dreams of wealth and independence buckle beneath the weight of frustrating logistics and contractual technicalities. Through extensive interviews and research, Birkeland not only discovers what makes franchisees succeed or fail, he uncovers the difficulties in running a business according to someone else's system and values. Bearing witness to a market flooded with fierce competitors and dependent on the inscrutable whims of consumers, he uncovers the numerous challenges that franchisees face in making their businesses succeed.
Peter M. Birkeland worked for three years in the front-line operations of franchise units for three companies, met with CEOs and executives, and attended countless trade shows, seminars, and expositions. All this firsthand experience gave him unprecedented access to the hopes and aspirations of franchisees. His book closely traces different franchisees and follows them as their dreams of wealth and independence buckle beneath the weight of frustrating logistics and contractual technicalities. Through extensive interviews and research, Birkeland not only discovers what makes franchisees succeed or fail, he uncovers the difficulties in running a business according to someone else's system and values. Bearing witness to a market flooded with fierce competitors and dependent on the inscrutable whims of consumers, he uncovers the numerous challenges that franchisees face in making their businesses succeed.
See all Editorial Reviews
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