Entrepreneurial franchisees have hidden superior marketing systems

Abstract

Purpose

This research paper aims to understand the variability of performance among franchisees in a given system.

Design/methodology/approach

A qualitative, case study approach was used to get a clearer and deeper picture of the main issues and parameters. Nine franchisees across three systems were interviewed, and the marketing and management practices of high and average performing franchisees were compared.

Findings

Major contrasts have been identified between high and average franchisee performers, suggesting that entrepreneurial franchisees may have superior marketing and management systems that are not readily identifiable.

Research limitations/implications

This study contributes to an eventual theory of effective marketing.

Practical implications

Both franchisors and franchisees could use these findings to improve their marketing performance.

Originality/value

Provides a case study to aid understanding of performance variability among franchisees.

Citation

Merrilees, B. and Frazer, L. (2006), "Entrepreneurial franchisees have hidden superior marketing systems", Qualitative Market Research, Vol. 9 No. 1, pp. 73-85. https://doi.org/10.1108/13522750610640567