Marketing Theory: Philosophy of Science Perspectives, edited by Ronald F. Bush and Shelby D. Hunt, is a collection of papers presented at the Third Special Conference on Marketing Theory held in Texas in February 1982. The papers cover six topics: philosophy of science, general theory, channels of distribution, consumer and industrial buyer behavior, macromarketing, and research methodology. The papers present theoretical structures of marketing discipline capable of generating hypotheses worthy of testing with techniques prevalent during the 1980s.
Shelby D. Hunt
Shelby D. Hunt is the Jerry S. Rawls and P. W. Horn Professor of Marketing at Texas Tech University in Lubbock, Texas. He has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory.
As one of the 250 most frequently cited researchers in economics and business (Thompson-ISI), he has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory. Three of his Journal of Marketing articles, “The Nature and Scope of Marketing” (1976), “General Theories and Fundamental Explananda of Marketing” (1983), and, with Robert M. Morgan, “The Comparative Advantage Theory of Competition” (1995), won the Harold H. Maynard Award for the “best article on marketing theory.” His 1985 Journal of Business Research article with Lawrence B. Chonko, “Ethics and Marketing Management,” received the 2000 Elsevier Science Exceptional Quality and High Scholarly Impact award. His 1989 article, “Reification and Realism in Marketing: in Defense of Reason,” won the Journal of Macromarketing Charles C. Slater Award. His 1994, “Commitment and Trust,” Journal of Marketing article, with Robert M. Morgan, is the most highly cited article in economics and business (1993-2003).
For his contributions to theory and science in marketing, he received the 1986 Paul D. Converse Award from the American Marketing Association, the 1987 Outstanding Marketing Educator Award from the Academy of Marketing Science, the 1992 American Marketing Association/Richard D. Irwin Distinguished Marketing Educator Award, and the 2002 Society for Marketing Advances/Elsevier Science Distinguished Scholar Award.
The Economic Effects of Franchising is based on a report generated for the United States Senate Small Business Committee in 1970 entitled, “Impact of Franchising on Small Business.”
This original report resulted in lengthy hearings of franchising issues and opportunities, focusing on the fast food industry. Ozanne and Hunt continued researching the focus of this work and completed their studies in 1971 to produce The Economic Effects of Franchising for Congress and the public. This work discusses, step by step, from researching the franchise and its characteristics, to signing a franchise agreement and training its employees, and the revenue generated to owning a franchise.
Table of Contents
- Summary and Conclusion
- The Structure of the Fast Food Franchising Industry
- The Fast Food Franchisee: Characteristics, Recruitment, Installation, and Training
- The Operation of Fast Food Franchised Business
- Minority Participation in Franchising
- The Fast Food Franchise Agreement
- Commentary on Fast Food Franchise Agreements
- Convenience Grocery and Laundry/Dry Cleaning Franchising
- Research and Design Methods