Are Some Franchisees More Entrepreneurial than Others? A Conceptual Perspective on Multi-Unit Franchisees
This article examines the recent emergence of multi-unit franchising from the franchisee perspective. It provides a conceptual comparison of two prevalent domestic types of multi-unit franchising: area development and sequential multi-unit franchising. The suggestions provided in this paper focus on the philosophical distinction of these two categories of aspiring franchise owners, suggesting that a prospective franchisee's decision for a particular type of franchise can be likened to a consumer's purchase decision. It is argued that sequential multi-unit operators have more of an entrepreneurial motivation than area developers, who are more like "investors," and that this underlying difference in philosophy might influence the decision process. It is suggested that a clear need exists for marketing researchers to understand the emergence of such important and pervasive marketing institutions as franchise businesses.
||Are Some Franchisees More Entrepreneurial than Others? A Conceptual Perspective on Multi-Unit Franchisees
Journal of Business and Entrepreneurship (Jan, 2000)
||Grunahgen, Marko; Mittelstaedt, Robert A
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|Mittelstaedt, Robert A||Marketing