Franchisee-franchisor compatibility: It's a two-way street

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Title Franchisee-franchisor compatibility: It's a two-way street
Author Lim, Jolene; Frazer, Lorelle
Publication Title Celebration of ehrenberg and bass: marketing discoveries, knowledge and contribution
Editor Dr Rachel Kennedy
Year Published 2003
Place of publication Adelaide
Publisher ANZMAC
Abstract This paper aims to extend the current literature on franchisee-franchisor compatibility. The main focus of previous literature has been on franchisee selection and the importance of recruiting and selecting suitable candidates. However, the issue of choosing a suitable franchisor has been largely neglected, although it is argued here that franchisees need to be proactive in choosing a compatible franchisor. It is also argued that franchising provides a means of overcoming the problems associated with independent small business ownership, including human capital deficiencies. This paper proposes a model of competencies and qualities of an ideal franchisor as a basis for potential franchisee consideration.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright remains with the authors 2003. 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 0868039837
Conference name ANZMAC 2003
Location Adelaide
Date From 2003-12-01
Date To 2003-12-03
Date Accessioned 2004-03-15
Language en_AU
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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