Do Disclosure Documents signal value to prospective franchisees? A conjoint analytic approach

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Title Do Disclosure Documents signal value to prospective franchisees? A conjoint analytic approach
Author Wright, Owen; Winzar, Hume
Publication Title 2010 International Society of Franchising 24th Annual Conference Proceedings
Editor Lorelle Frazer
Year Published 2010
Place of publication United States
Publisher ISoF
Abstract This paper presents research that 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 regulatory framework, 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 prospective franchisees.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright 2010 ISOF. Use hypertext link to access the publisher's website. The attached file is posted here in accordance with the copyright policy of the publisher, for your personal use only. No further distribution permitted.
Conference name 24th International Society of Franchising Conference (ISoF 2010)
Location Sydney, Australia
Date From 2010-06-08
Date To 2010-06-09
Date Accessioned 2011-02-08
Language en_AU
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1d

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