Gardere Attorney Co-Authors Franchising Book

The authors say franchising has become the most important and largest vehicle for training entrepreneurial skills. The book aims to be an essential resource to the three types of franchising: traditional, business format, and a newer form — social.

Dallas-based Gardere attorney Joyce Mazero has co-authored an updated version of John Wiley & Sons’ popular “For Dummies” series, Franchise Management For Dummies, that recently was released in bookstores and on the internet.

Mazero is co-chair of Gardere Wynn’s Global Supply Network Industry Practice and a partner at Gardere Wynne Sewell LLP in Dallas. Her work includes helping companies with domestic and international franchising opportunities.

The book’s other author is Michael Seid, the founder and managing director of MSA Worldwide, an advisory firm that represents emerging franchisors and some of the world’s largest public and private franchisors.

The book helps franchisees through the steps of finding a franchise and getting it up and running. For prospective commercial and social franchisors, it explains how to determine if a business can be franchised and discusses how to properly design and develop a franchise system.

“Social franchising is another example of the ways in which franchising fosters innovation.” 
Joyce Mazero

“One of the key takeaways from the book is how franchising is an age-old, and often misunderstood business model,” Mazero told Dallas Innovates.

Franchising, she said, distributes knowledge and expertise with maximum efficiency via a network of small business owners (the franchisees) who receive constant training and advice.

The process promotes innovation because franchisees “serve on the front lines and have a deep awareness of how the system actually operates — and where it can stand to be improved,” she said. “The resulting interplay — between the brand owners, franchisees, consumers, and vendors — encourages innovation and system-wide efficiencies.”


Business-format franchising is projected to generate close to eight million jobs in the U.S. this year, accounting for more than $700 billion in economic output. Under business-format franchising, the franchisor provides the franchisee with an established business, including the business name and trademark.

The book also discusses social franchising, a newer form of franchising that taps the techniques and methods of business-format franchising to deliver products and services to impoverished people. 

“It is being used by social enterprises such as nongovernmental organizations to bring fresh water, health care, education, electricity, and countless other products and services internationally to people living in underdeveloped parts of the world,” Mazero said.

“Social franchising is another example of the ways in which franchising fosters innovation.” 

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