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ernational expansion of business format franchising is not only important for the continued growth of the franchising industry and the particular sector, but it is an important component of economic recovery globally'.

Franchising As a Strategic and Mutual Relationship (Franchisee-Franchisor Relationship)

Strong Relationship is the key factor of any successful business who adopts franchising as a business option. This relationship is regarded as strategic and mutual between both parties, and the terms and conditions ensures both parties entering into a contractual relationship with each other, and it's classified as the key successful business growth which is usually long term.

According to Kotler &Keller, (2006, p.508) 'Franchising is mutually beneficial to both the franchisor and the franchisee', and the relationship has been a major growth and success in most franchise business globally.

Kotler &Keller, (2006, p.508), explained some of the importance of mutual relationship in any franchised business, and stress that among the benefits reaped by franchisors includes the motivation and hard work of employees who are entrepreneurs rather than 'hired hands', the franchisees familiarity with local communities and conditions, and the enormous purchasing power of the franchisor, and also, franchisees benefits from buying into a business with a well-known and accepted brand name. They find it easier to borrow money from financial institutions, and receive support in areas ranging from marketing and advertising to site selection and staffing and so on.

Although, franchisee do walk a line between been independent and loyal to the franchisor, but the independence can allow more flexibility. In most instances, maintaining a cordial franchisor- franchisee relationship play a major role in franchise system (business) growth and success.

Aboud,(2009), explains the concept of 'sustainable franchising', as part of maintaining the relationship existing between the two involved parties( the franchisee and the franchisor).

'In order to ensure that the franchise concept is sustainable in the long run, franchisors should design and develop the business model with the end in mind, which is aim for the regional and global market, not just the domestic market. He indicated that having the end in mind will ensure that the systems put in place can be readily upscaled as the business expands'.

As part of the mutual relationship, franchisors provide effective support in bulk purchasing, sales promotion, business management systems, advertising (including national), training and so on, to franchisees, as this is evidenced in McDonald's restaurants franchising globally.

Sherman (2003, p.419), also throws more light on the importance of the strategic relationship in franchising. He said that when an entrepreneur consider franchising as a growth strategy, it's always important to remember franchising is about the establishment and continuation of strategic relationships. Both parties are depending on each other for success, knowingly and voluntarily agreeing on a long term relationship. Franchising in this case, ensures both parties making a voluntary and bilateral d本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。