THE INFLUENCE OF THE RELATIONAL MARKETING PARADIGM ON THE GOVERNANCE OF THE NOVEL CHANNEL FORMAT NAMED SOCIAL FRANCHISING: AN EXPLORATORY QUALITATIVE ANALYSIS OF FOUR SOCIAL FRANCHISES FROM THE UK
FIORI A. ZAFEIROPOULOU
Journal of Developmental Entrepreneurship,
Social entrepreneurship, relational marketing paradigm, social network theory, social franchising, relational embeddedness
This paper explores the influence of the relational paradigm on the governance structure and performance of the novel inter-organizational format named social franchising. This format has emerged as a channel strategy to tackle the issues of growth and financial sustain...