How can suitable franchisees be more successfully recruited?

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Title How can suitable franchisees be more successfully recruited?
Author Bennett, Stephen; Frazer, Lorelle; Weaven, Scott Keith W
Publication Title ANZMAC 2006 Conference
Editor Dr Yunis Ali, Mrs Maria van Dessel
Year Published 2006
Place of publication Brisbane
Publisher Australian and New Zealand Marketing Academy
Abstract A shortage of suitable franchisee applicants has been identified by franchisors as a major hindrance to franchise sector growth in Australia. However, there has been little investigation into this issue within the organisational choice literature. This represents an important gap in the literature. In order to explore this issue it was first necessary to determine the expectations of franchisors regarding suitable franchisee prospects. Hence, this research explores desirable franchisee attributes and the factors that influence franchisee recruitment, together with suggestions on how franchisors may improve promotion of themselves to potential franchisees. A convenience sample of 12 franchisors was selected for participation. Respondents were interviewed about their current recruitment practices and the qualities they sought in franchisees. Findings suggest that while there is a core set of generic franchisee attributes, franchisors also need to determine a sub-set of additional attributes that are consistent with their own system requirements.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright remains with the authors 2006. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 1741071593
Conference name ANZMAC 2006 Conference
Location Brisbane, Queensland, Australia
Date From 2006-12-04
Date To 2006-12-06
Date Accessioned 2007-02-14
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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