Female franchisees; a lost opportunity for franchising sector growth?

Published on Feb 17, 2020in Journal of Strategic Marketing
· DOI :10.1080/0965254X.2018.1482946
Park Thaichon10
Estimated H-index: 10
(Griffith University),
Scott Keith W Weaven25
Estimated H-index: 25
(Griffith University)
+ 3 AuthorsLorelle Frazer20
Estimated H-index: 20
(Griffith University)
AbstractThe 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 c...
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