Volume 25, 2014
Proceedings of the Twenty-Fifth Annual Meeting
Janet E. Palmer, Anthony R. Grace
The Homogeneity of Society: The Role of Franchising
This paper explores the impact of franchising on society by debating both the positive and negative aspects of the business model. Research from both Australia and India reveals the role franchising has played on influencing local customs and culture. Emphasis is placed on the homogeneity of society and franchising’s role in embracing uniformity over diversity. The theory of McDonaldisation provides a framework for understanding some of the negative ways that franchising affects many aspects of society, not just the restaurant industry. Social franchising highlights the positive potential of the model. The authors’ conclude that franchising is a powerful tool that can be used for corporate profit or for social benefit. The aim of this paper is to increase discussion around the topic of franchising and its impact – positive or negative – on the homogeneity of society.