Female franchisees; a lost opportunity for franchising sector growth?

Park Thaichon; Scott Weaven; Sara Quach; Kelli Bodey; Bill Merrilees; Lorelle Frazer

doi:10.1080/0965254X.2018.1482946

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Female franchisees; a lost opportunity for franchising sector growth?

Journal article

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Female franchisees; a lost opportunity for franchising sector growth?

Park Thaichon, Scott Weaven, Sara Quach, Kelli Bodey, Bill Merrilees and Lorelle Frazer

Journal of Strategic Marketing, Vol.28(2), pp.107-122

2020

DOI: https://doi.org/10.1080/0965254X.2018.1482946

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Abstract

Marketing

female

franchising

franchise business model

entrepreneurs

The 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 capital investment. Limited research specifically examines the selection of the franchise business model by female franchisees with various levels of risktaking propensity and identifies the nature of influences that act as incentives and/or disincentives on that selection decision.

Details

Title: Female franchisees; a lost opportunity for franchising sector growth?
Authors: Park Thaichon (Author) - Griffith University
Scott Weaven (Author) - Griffith University
Sara Quach (Author) - Griffith University
Kelli Bodey (Author) - Griffith University
Bill Merrilees (Author) - Griffith University
Lorelle Frazer (Author) - Griffith University
Publication details: Journal of Strategic Marketing, Vol.28(2), pp.107-122
Publisher: Routledge
Date published: 2020
DOI: 10.1080/0965254X.2018.1482946
ISSN: 0965-254X
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450653702621
Output Type: Journal article

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