Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029488 | Journal of Retailing and Consumer Services | 2006 | 10 Pages |
Abstract
Despite franchising's ubiquity, little is known about how franchisors and franchisees choose one another. In this study, we focused on six evaluation criteria used by franchisors to evaluate prospective franchisees. Using secondary data from a survey of 1043 franchisors, each of six criteria was measured and ranked in terms of their importance to the franchisee selection process. The analysis revealed that becoming a franchisee involves more than being financially or professionally qualified, and that franchisors assigned the highest level of importance to a prospective franchisee's personal characteristics. Recommendations for future research are offered.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
John E. Clarkin, Steven M. Swavely,