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dc.contributor.authorThaichon, P
dc.contributor.authorWeaven, S
dc.contributor.authorQuach, S
dc.contributor.authorBaker, B
dc.contributor.authorFrazer, L
dc.date.accessioned2019-06-10T01:31:53Z
dc.date.available2019-06-10T01:31:53Z
dc.date.issued2019
dc.identifier.issn0965-254X
dc.identifier.doi10.1080/0965254X.2019.1570315
dc.identifier.urihttp://hdl.handle.net/10072/383990
dc.description.abstractThis study utilises an evolutionary psychology theoretical lens in investigating the motivational incentives governing part-time franchise adoption. Applying a qualitative approach with 26 interviews with part-time franchisees, the study reveals that males and females exhibit no difference in their cognitive abilities including business experience and business acumen. However, there are specific gender-based differences in male and female motivations and expected outcomes from their franchising business due to different areas of adaptive problems that were encountered. Men are more likely to perceive part-time franchising as a means of resource and status acquisition, while women are more likely to view it as a means of supplementary income generation whilst providing greater access to work-life flexibility. Based on the findings, we have developed a part-time franchising framework informed by an evolutionary theoretical lens. The results suggest that part-time franchising may offer an adjunct business growth model in many existing franchise systems.
dc.description.peerreviewedYes
dc.relation.ispartofjournalJournal of Strategic Marketing
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing management (incl. strategy and customer relations)
dc.subject.fieldofresearchStrategy, management and organisational behaviour
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350605
dc.subject.fieldofresearchcode3507
dc.titleWhat to expect after the honeymoon: evolutionary psychology of part-time franchising
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorThaichon, Sara Q.
gro.griffith.authorWeaven, Scott K.


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