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Table of Contents

The Role of Franchise as an Expansion Tool in the Food and Beverage Industry


Business Dissertation - The Role of Franchise in the Food and Beverage Industry


The main aim of the proposed dissertation will be to examine the role of franchising as an expansion tool in the food and beverage industry. This purpose will be achieved as soon as the following research questions are answered:

1.            What are the general benefits and drawbacks of franchising as a foreign market entry mode?

2.            How do organizations from the food and beverage industry apply to franchises to achieve global expansion?

3.            How does franchising affect the speed and scale of companies’ internationalization in the food and beverage industry?

4.            How can food and beverage firms maximize the potential of franchising in their global strategy?

LENGTH GUIDELINES (word count) = 20,000 words


Students will be normally expected to respect the following guidelines for the contents of the final management project. These should not be seen as an absolute straitjacket because specific unusual projects may depart from them but they do give the typical structure and length.


  • I. An abstract or executive summary (summary of the essential points of the project)
  • II. An introduction (including the objectives of the project, identification of the research problem being addressed)
  • III. Key definitions, identification of the key variables (independent, dependent, confounding) if
  • necessary
  • IV. A section demonstrating the significance of the research and how the knowledge gap is being addressed
  • V. A literature review (a review of the most important pieces of literature in the student’s domain)
  • VI. A section on methodology including the students’ arguments supporting their choice of methodology among the different options available to them
  • VII. A section on how students collected data in the field. This section may also include a discussion of the challenges encountered in collecting data and how they overcame them
  • Viii. A section on data analysis
  • IX. A section on the results obtained from their data analysis. This section needs to be elaborated to include a discussion of their findings
  • X. A section on their theoretical and managerial implications
  • XI. A section on the limitations of their work, both theoretical and methodological
  • XII. Bibliography (in alphabetical order and fully referenced)
  • XIII. Appendices


  • Introductory 5 - 10% (1000 – 2000 words)
  • Secondary Research 20 - 25% (4000 – 4500 words)
  • Primary Research Methodology 20% - 25% (4,000 – 5000 words)
  • Primary Research Analysis 15 - 20% (3000 – 4000 words)
  • Discussion, Conclusions and contributions 15- 20% (3000 – 4000 words)
  • Limitations and reliability/validity 5% (1000 words)
  • Student/Tutor flexibility 10% (2000 words)

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