HIDDEN SUPERIOR MARKETING SYSTEMS OF FRANCHISEES: A COMPARISON OF HIGH VERSUS AVERAGE PERFORMERS

Our aim is to understand better why there is a variability of performance among null franchisees in a given system. Although we intend to eventually use a quantitative null framework, it was felt important to initially use a qualitative, case study approach, to null get a clearer picture of the main issues and parameters. Nine franchisees across three null systems were interviewed, with the results reported here. Major contrasts have been null...