Cultural diversity in franchising: Recruitment of migrant franchisees

Robin Roberts; Lorelle Frazer; Scott Weaven; Sara Quach; Park Thaichon

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Cultural diversity in franchising: Recruitment of migrant franchisees

Conference paper

Open access

Peer reviewed

Cultural diversity in franchising: Recruitment of migrant franchisees

Robin Roberts, Lorelle Frazer, Scott Weaven, Sara Quach and Park Thaichon

2019 ANZMAC Conference Proceedings, pp.1398-1401

Australian & New Zealand Marketing Academy Conference (ANZMAC), 2019 (Wellington, New Zealand, 02-Dec-2019–04-Dec-2019)

Australian and New Zealand Marketing Academy (ANZMAC)

2019

Appears in UniSC Diversity and Inclusion Research Collection

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Abstract

Marketing

migrants

cultural diversity

franchising

UniSC Diversity Area - Cultural and Linguistic Diversity

This research describes the current status of migrant franchisees in Australia and explores the main challenges and opportunities that franchisors face in adapting their systems to accommodate cultural diversity. A series of focus groups and a survey provided insights into the challenges and opportunities faced by franchisors in recruiting and managing migrant franchisees. Approximately 80 people participated in the focus groups. Participants were from a range of franchises, providing a strong cross-section of industries, locations, and experience. Participants were invited to share their experiences with recruiting and inducting migrant franchisees and were prompted with questions such as 'why do you recruit migrants as franchisees?', 'what are the main challenges associated with migrant franchisees?', and 'how do you embrace cultural diversity in your franchise?'. Tentative findings of best practice in accommodating migrant franchisees are revealed. This research has implications for three main areas of franchise management: recruitment processes; operational issues; and management of franchisees.

Details

Title: Cultural diversity in franchising: Recruitment of migrant franchisees
Authors: Robin Roberts (Author) - Griffith University
Lorelle Frazer (Author) - University of the Sunshine Coast - School of Business
Scott Weaven (Author) - Griffith University
Sara Quach (Author) - Griffith University
Park Thaichon (Author) - Griffith University
Publication details: 2019 ANZMAC Conference Proceedings, pp.1398-1401
Conference details: Australian & New Zealand Marketing Academy Conference (ANZMAC), 2019 (Wellington, New Zealand, 02-Dec-2019–04-Dec-2019)
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Date published: 2019
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450839902621
Output Type: Conference paper

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