Влияние подходов к разработке маркетинговой стратегии на уровень доверия внутри франчайзингового канала 
Уайт Д.

Введение;
Подходы к формированию стратегии и климат доверия;
Формулировка гипотез;
Методология исследования;
Сбор данных;
Измерения;
Тестирование гипотез;
Выводы;

Ключевые слова: розничный франчайзинг, маркетинговая стратегия, доверие, торговая привилегия, лидер канала, дисперсионный анализ

Аннотация

Предлагаемое вниманию читателей исследование посвящено изучению влияния,
которое оказывают методы формирования маркетинговой стратегии на дальнейшие взаимоотношения участников франчайзинговой системы. Автор подробно рассматривает основные подходы к созданию стратегии и описывает методологию исследования, в рамках которого был проведен опрос компаний-франчайзи, работающих в американской индустрии быстрого питания (фастфуд).

Журнал: «Управление каналами дистрибуции» — №2, 2011 (© Издательский дом Гребенников)
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Уайт Дарин
кандидат экономических наук

Старший доцент Школы бизнеса Брок, Сэмфордский университет.

Алабама, США

Автор и соавтор более чем 40 статей и докладов.