Abstract
Results of a three-part study of real estate franchising are reported. Multiple Listing data and broker survey responses are analyzed to determine relative performance, and differences in agency structure and operations, between franchise affiliates and independent firms. Broker attitudes toward franchising costs and benefits are related to structural, competitive, and environmental factors.
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References
James R. Frew and Barbara Frew, “Franchise Affiliation and Promotional Techniques: Competition and Comparative Performance Among North Carolina Real Estate Brokers,” Developments in Marketing Science, Vol. 5, (May 1982), 441–445.
G. Donald Judd, “A Survey of Homebuyers in Five North Carolina Cities,” (Center for Applied Research, University of North Carolina at Greensboro), December, 1980.
Peter T. Kilborne, “Corporate Giants Invade the Residential Market,” New York Times (February 4, 1979), C–1.
“Profile of Real Estate Firms,” Chicago: Economics and Research Division, National Association of Realtors, (1982).
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© 2015 Academy of Marketing Science
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Frew, B., Frew, J.R. (2015). Broker Assessment of Real Estate Franchising: Asset or Expense?. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_70
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DOI: https://doi.org/10.1007/978-3-319-16943-9_70
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16942-2
Online ISBN: 978-3-319-16943-9
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