Franchisee-franchisor compatibility: It's a two-way street

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Author(s)
Lim, Jolene
Frazer, Lorelle
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Dr Rachel Kennedy
Date
2003
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319375 bytes
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Adelaide
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Abstract

This paper aims to extend the current literature on franchisee-franchisor compatibility. The main focus of previous literature has been on franchisee selection and the importance of recruiting and selecting suitable candidates. However, the issue of choosing a suitable franchisor has been largely neglected, although it is argued here that franchisees need to be proactive in choosing a compatible franchisor. It is also argued that franchising provides a means of overcoming the problems associated with independent small business ownership, including human capital deficiencies. This paper proposes a model of competencies and qualities of an ideal franchisor as a basis for potential franchisee consideration.

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Celebration of ehrenberg and bass: marketing discoveries, knowledge and contribution
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© The Author(s) 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
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