Franchising Dreams: The Lure of Entrepreneurship in America
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, NYCopyright 2002 Cahners Business Information, Inc.--This text refers to theHardcoveredition.