Journal article
A Model of Entrepreneurship Education in Franchising – Application of Outside-in Marketing with a Behavioural Focus
Journal of Business and Industrial Marketing, Vol.35(1), pp.116-133
2020
Abstract
Purpose - Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship education (EE) intervention with cognitive, affective and ultimately behavioural objectives. Design/methodology/approach - A specific and uniform EE program specifically targeted to current "would be" entrepreneurs who were investigating the franchising business model was developed, focusing on the behavioural outcomes. The effectiveness of the EE intervention was evaluated using a quasi-experimental research design, which involved franchisees who had not participated in the EE intervention (control group) and franchisees who had participated in the EE intervention (experimental group). The administration of the national on-line survey yielded a total of 520 responses (194 in the experimental group and 326 in the control group). Findings - The planning process in the pre-intervention stage included situation analysis, objective setting and decisions in relation to the communication strategy, i.e. content and mode. The effectiveness of the EE intervention was evaluated in the post-intervention stage. The findings indicate that EE intervention resulted in participants' positive cognitive, affective and behavioural outcomes such as performance and relationship management. Finally, following a reflection process, additional elements covering topics related to work-life balance were incorporated into the module pertaining to an individual's suitability to become a franchisee. Originality/value - This paper proposes a conceptual framework that represents an outside-in EE approach whereby problems, audiences, objectives and communication strategies (content and method) are strategically intertwined to produce relevant, measurable and diagnostic behavioural outcomes. The EE intervention can also improve the B2B relationship between actors in a business network.
Details
- Title
- A Model of Entrepreneurship Education in Franchising – Application of Outside-in Marketing with a Behavioural Focus
- Authors
- Sara Quach (Author) - Griffith UniversityScott Weaven (Author) - Griffith UniversityPark Thaichon (Author) - Griffith UniversityDebra Grace (Author) - Griffith UniversityLorelle Frazer (Author) - University of the Sunshine Coast
- Publication details
- Journal of Business and Industrial Marketing, Vol.35(1), pp.116-133
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2020
- DOI
- 10.1108/JBIM-07-2018-0210
- ISSN
- 0885-8624
- Copyright note
- Copyright © 2020 Emerald Group Publishing Limited. This article is © Emerald Group Publishing and permission has been granted for this version to appear here. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450908802621
- Output Type
- Journal article
Metrics
158 File views/ downloads
442 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- Web Of Science research areas
- Business
UN Sustainable Development Goals (SDGs)
This output has contributed to the advancement of the following goals:
Source: InCites