Understanding the influences of franchising structures on firm's product and customer orientation strategies: a conceptual analysis

This paper delves into the intricate interplay between franchising models and Osborne's market orientation theory, emphasising product and customer orientation. Although market orientation has long been recognised as a cornerstone of successful business strategies, the influence of franchising structures on firms' market-focused approaches remains underexplored. Drawing upon a synthesis of the literature on franchising dynamics and Osborne's conceptualisation of market orientation, this paper seeks to illuminate the mechanisms through which franchising impacts firms' product and customer-focus strategies. Through a conceptual analysis approach that involves analysis of the market orientation of franchisor-franchisee relationships and franchising structure, this study aims to provide nuanced insights into how franchising shapes market orientation strategies. By uncovering the nuances of franchising's impact on product and customer orientations, this paper contributes to a deeper understanding of the complexities inherent in managing market-focused strategies within franchising systems. The findings offer theoretical advances and practical implications for businesses operating within franchising environments, informing strategic decision-making, and enhancing market performance.