A multi-unit franchising perspective of the new dominant logic for marketing

Traditional dominant marketing logic rests on an inherited model of exchange from economics, representing tangible resources and embedded value. New perspectives have emerged, representing intangible resources and cocreation of value. The evolving logic incorporates a shift from operand and static resources to operant and dynamic resources. In this study the emergence of a new dominant logic for marketing is conceptualised within a franchise system network, with particular emphasis on entrepreneurship and multi-unit franchising. Multi-unit franchising is selected due to being the latest paradigm in franchising. The outcome is a conceptual synergistic approach toward an evolving new dominant service-centred logic for multi-unit franchising. Implications and managerial recommendations include the introduction of initiatives to enhance multi-unit franchising.