Abstract
Literary contributions extensively talk about the problems and constraints that surface the need and strategy to control and support franchisee and how to strengthen this relationship. However, the view of franchisee seems less explored on this subject. Based on empirical study responses of 269 franchisees across UK, we provide their viewpoint. We find that to develop and sustain a franchise and to curb opportunism and the excessive power and reward demands by the franchisor, a cooperative and collaborative strategy is best where conflicts are avoided. This paper highlights the standpoint of the franchisee regarding the actions that lead to conflicts and what do they perceive can curb differences in the relationship of the two entrepreneurs. This paper will significantly contribute to the franchise and business-to-customer entrepreneurship literature and attempt to enhance our understanding of the delicate relationship from the perspective of franchisee.
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Articles in the same Issue
- Masthead
- Masthead
- Editors’ Corner
- The Nature of the Firm, the Growth and Resource-Based Theories of the Firm, and the Emergent Theory of the Entrepreneur: A Dedication to Nobel Laureate Ronald Coase
- Entrepreneurial Marketing: Conceptual and Empirical Research Opportunities
- Competitive Research Article
- Factors Contributing to the Success of Start-Up Firms Using Two-Point or Multiple-Point Scale Models
- Are We on the Same Page?: Copreneurial Couple Goal Congruence and New Venture Viability
- The Franchisee Perception of Achieving Success in Entrepreneurial Businesses
Articles in the same Issue
- Masthead
- Masthead
- Editors’ Corner
- The Nature of the Firm, the Growth and Resource-Based Theories of the Firm, and the Emergent Theory of the Entrepreneur: A Dedication to Nobel Laureate Ronald Coase
- Entrepreneurial Marketing: Conceptual and Empirical Research Opportunities
- Competitive Research Article
- Factors Contributing to the Success of Start-Up Firms Using Two-Point or Multiple-Point Scale Models
- Are We on the Same Page?: Copreneurial Couple Goal Congruence and New Venture Viability
- The Franchisee Perception of Achieving Success in Entrepreneurial Businesses