What do Potential Franchisees look for in a Franchise? An exploratory investigation using signalling theory

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Title What do Potential Franchisees look for in a Franchise? An exploratory investigation using signalling theory
Author Wright, Owen; Weaven, Scott Keith W; Winzar, Hume
Publication Title Proceedings of the 2009 ANZMAC Conference
Editor Dewi Tojib
Year Published 2009
Place of publication Melbourne, Australia
Publisher ANZMAC
Abstract This paper presents exploratory research which investigates and identifies attributes of franchised businesses and how those attributes are perceived by potential franchisees in the early stages of the business sale process. This research adopts a view of the nature and effectiveness of the franchise disclosure document and its usefulness in the franchise sales process to prospective franchisees? We apply a signalling-theoretic perspective of the value proposition of franchise opportunities with the goal of assisting key franchising stakeholders to design effective (generic) disclosure documents, within the context of mandatory provisions, so as to minimise franchisor and franchisee goal divergence, conflict and (ultimately) franchise unit and system failure. We find that much of the required material has little value to prospecting franchisee.
Peer Reviewed Yes
Published Yes
Publisher URI http://anzmac2009.org/
Copyright Statement Copyright 2009 ANZMAC. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference website for access to the definitive, published version.
ISBN 1863081607
Conference name Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009
Location Melbourne
Date From 2009-11-30
Date To 2009-12-02
URI http://hdl.handle.net/10072/29765
Date Accessioned 2010-01-13
Date Available 2010-05-21T06:35:57Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Small Business Management
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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