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  • Female franchisees; a lost opportunity for franchising sector growth?

    Author(s)
    Thaichon, Park
    Weaven, Scott
    Quach, Sara
    Bodey, Kelli
    Merrilees, Bill
    Frazer, Lorelle
    Griffith University Author(s)
    Weaven, Scott K.
    Thaichon, Sara Q.
    Year published
    2020
    Metadata
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    Abstract
    The purpose of this study is to investigate why female franchisees are under-represented in franchise ownership. A qualitative approach was adopted using a collective, instrumental case study of 30 female franchisees. A number of different types of influences were identified in the literature and then elucidated and assessed. It was found that push and pull factors, work–family life balance, franchising sector characteristics and external influences act as variable incentives and disincentives among female franchisees’ selection of the franchise business model with different levels of risk-taking propensity. The marketing ...
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    The purpose of this study is to investigate why female franchisees are under-represented in franchise ownership. A qualitative approach was adopted using a collective, instrumental case study of 30 female franchisees. A number of different types of influences were identified in the literature and then elucidated and assessed. It was found that push and pull factors, work–family life balance, franchising sector characteristics and external influences act as variable incentives and disincentives among female franchisees’ selection of the franchise business model with different levels of risk-taking propensity. The marketing efforts of franchises would be more effective if the way in which the identified influences that impinge on the selection of the franchise business model informed the prospecting of potential female franchisees. A further need is identified for franchises to adjust their recruitment programmes to reflect the variable effect of incentives and disincentives at different levels of capital investment. Limited research specifically examines the selection of the franchise business model by female franchisees with various levels of risk-taking propensity and identifies the nature of influences that act as incentives and/or disincentives on that selection decision.
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    Journal Title
    Journal of Strategic Marketing
    DOI
    https://doi.org/10.1080/0965254X.2018.1482946
    Note
    This publication has been entered into Griffith Research Online as an Advanced Online Version.
    Subject
    Marketing
    Marketing management (incl. strategy and customer relations)
    Publication URI
    http://hdl.handle.net/10072/380363
    Collection
    • Journal articles

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