The Lost Frontier in Entrepreneurship: Aggregation, Saturation and Decimationof the Franchising Channel


Marketing and Professional Sales

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The sociological perspective of structured ambivalence compels a greater examination of the processes involved in franchise relations as well as the reciprocal links between role players' lives and their franchise system's organization. By refashioning franchise system role conflict as a clash between two social domains, such as work and family, we elucidate a bridging concept between social structures and individual agency, allowing social structures to constrain action and social change initiated by individuals. Structured ambivalence is a possible bridging concept integrating the social processes within franchise systems to the social processes in other realms in the global marketplace.