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Strategisk kommunikation inom franchising, en fallstudie av Gallerix
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Information Science, Media and Communication.
2008 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Title: Strategic Communication within franchising, a case study of Gallerix

Number of pages: 60 (65 with enclosures)

Author: Charlotta Babington Thorszelius

Course: Media and Communication D

Period: Spring 2008

University: Division of Media and Communication, Department of Information Science, Uppsala University, Sweden

Purpose/Aim: To find out, by doing a case study, how communication between the two parties in a franchising relationship works, and how communication can strengthen the concept and brand. By analysing the communication, identify strengths and weaknesses and make suggestions for improvement.

Material/Method: Qualitative method by using interviews

Main results: The understanding of the concept and the relationship between franchiser and franchisees are vital for the success of the franchising chain. The main internal communication channel today is the Intranet, and more personal contacts and meetings are requested. The yearly meetings are appreciated by the franchisees, but the content of the meetings are of varied quality. The chains value words, which are important for how the brand is perceived by the customer, are slightly different from how the franchiser and the franchisees sees them. One reason for this can be that the franchiser feels that it is difficult to have common goals and visions for a franchising chain, as the two parties have their own differing goals and visions. Not all franchisees follow the concept to 100%, and this has an impact on the chain and the brand, as a whole.

Key words: Understanding, relationship, brand, franchising, communication, information

Place, publisher, year, edition, pages
Uppsala: Medier och kommunikation , 2008. , p. 68
Keywords [en]
Understanding, relationship, brand, franchising, communication, information
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:uu:diva-9178OAI: oai:DiVA.org:uu-9178DiVA, id: diva2:132207
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samhälle/juridik
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Available from: 2008-07-04 Created: 2008-07-04

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Output format
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