International master franchise agreements: An investigation of control from operational, relational and evolutionary perspectives | Emerald Insight Books and journals Case studies Expert Briefings Open Access Advanced search To read the full version of this content please select one of the options below: Access and purchase options Purchase options Rent this content from DeepDyve Rent from DeepDyve Other access You may be able to access this content by logging in via your Emerald profile. Login If you think you should have access to this content, click to contact our support team. Contact us Please note you do not have access to teaching notes Access and purchase options Purchase options Other access You may be able to access teaching notes by logging in via your Emerald profile. Login If you think you should have access to this content, click to contact our support team. Contact us International master franchise agreements: An investigation of control from operational, relational and evolutionary perspectives Maureen Brookes (Oxford Brookes University, Oxford, UK) Angela Roper (University of Surrey, Guildford, UK) European Journal of Marketing ISSN: 0309-0566 Article publication date: 26 July 2011 Downloads 3253 Abstract Purpose – This paper seeks to examine the inter‐organisational processes used to control international master franchise agreements from operational, relational and evolutionary perspectives. Design/methodology/approach – The research is undertaken through a qualitative, in‐depth case study in the international hotel industry. The case comprises an international master franchise agreement between a large US‐based hotel franchisor and its European master franchisee. Findings – The study identifies the inter‐related nature of operational and relational control processes and how these evolve over the life of a master franchise agreement. It reveals how the perceptions of franchise members serve to enhance or inhibit the development of relational norms and how these, in turn, impact on the predominant type of control and the specific inter‐organisational processes employed. Research limitations/implications – The research is based on a single in‐depth case study within one industrial context and the universality of the findings may therefore be limited. Practical implications – The paper offers insights to managers of international master franchise agreements on the interaction between members' perceptions, relational norms developed and the inter‐organisational processes used to control the agreement. It also reveals how the use of contractual controls can inhibit the development of relational norms and negatively impact on relationships between franchisors and master franchisees. The findings presented may have relevance to managers of other types of international alliance agreements. Originality/value – By drawing on both the alliance and franchise literature and employing a qualitative approach, the study helps to close a gap in the current international franchise literature through the identification of specific inter‐organisational processes for control within international master franchise agreements, how these evolve in respect of relational norms and how these are underpinned by perceptions of franchisor and franchisee members. Keywords International master franchising Inter‐organisational control Relational norms Hotels Europe Citation Brookes, M. and Roper, A. (2011), "International master franchise agreements: An investigation of control from operational, relational and evolutionary perspectives", European Journal of Marketing, Vol. 45 No. 7/8, pp. 1253-1276. https://doi.org/10.1108/03090561111137705 Publisher : Emerald Group Publishing Limited Copyright © 2011, Emerald Group Publishing Limited Related articles Support & Feedback Manage cookies We’re listening — tell us what you think Something didn’t work… Report bugs here All feedback is valuable Please share your general feedback Member of Emerald Engage? You can join in the discussion by joining the community or logging in here. You can also find out more about Emerald Engage. Join us on our journey Platform update page Visit emeraldpublishing.com/platformupdate to discover the latest news and updates Questions & More Information Answers to the most commonly asked questions here © 2022 Emerald Publishing Limited Services Authors Editors Librarians Researchers Reviewers About About Emerald Working for Emerald Contact us Publication sitemap Policies and information Privacy notice Site policies Modern Slavery Act Chair of Trustees governance statement COVID-19 policy Accessibility ×