What Prospective Franchisees Are Seeking

There are no files associated with this record.

Title What Prospective Franchisees Are Seeking
Author Bennett, Stephen; Frazer, Lorelle; Weaven, Scott Keith W
Journal Name Journal of Marketing Channels
Year Published 2010
Place of publication United States
Publisher Routledge
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 organizational choice research. This represents an important gap in the literature. To explore the issue of franchisee shortage it was first necessary to determine what prospective franchisees are seeking from franchisors. Prospective franchisees considered a return on investment, provision of training, and being their own boss as being the most important attributes that franchisors could provide. These findings also indicate that attendees saw trade shows as an important means of gathering franchising information. Further, respondent's attributes generally aligned with what franchisors believed they supplied, and though possessing entrepreneurial tendencies, they desired ongoing support from franchisors.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1080/10466690903436313
Volume 17
Issue Number 1
Page from 69
Page to 87
ISSN 1046-669X
Date Accessioned 2010-12-10
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing
URI http://hdl.handle.net/10072/35699
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

Show simple item record

Griffith University copyright notice