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Entrepreneurship in microfranchising: an emerging market perspective

Harrison Esam Awuh (Faculty of Social Sciences, African Studies Centre Leiden, Leiden, The Netherlands)
Marleen Dekker (Faculty of Social Sciences, African Studies Centre Leiden, Leiden, The Netherlands)

Journal of Entrepreneurship in Emerging Economies

ISSN: 2053-4604

Article publication date: 9 November 2020

Issue publication date: 12 November 2021




Building on the limitations of the efforts of aid agencies and non-governmental organisations to pull the poor out of poverty in low- and middle-income countries and declining opportunities for market expansion in high-income countries, microfranchising is being promoted as a pro-poor business model, which promotes entrepreneurship. Sub-Saharan Africa has become a fertile ground for the propagation of this model. However, contemporary studies on microfranchising have not sufficiently explored what motivates people to turn to this method of doing business.


Through the case of a microfranchise in Ghana (FanMilk), the purpose of this paper is to use qualitative methods to study motivations for engaging in entrepreneurship ventures in a microfranchise.


The findings reveal whether motivations for becoming microfranchise entrepreneurs change over time or are varied, and these changes are moderated by changing opportunities, challenges and demographic factors.


These findings contribute to knowledge on microfranchising in terms of theory, policy and practice. The findings also seek to stimulate further inquiry into microfranchising and its ability to create value for multiple parties when operating in emerging markets such as Africa.



This study was funded by the governance, entrepreneurship and inclusive development collaborative research group at the African Studies Centre, Leiden (The Netherlands). The authors will like to acknowledge research assistance from Dr Esther Danso-Wiredu, Vincent Konadu and Samuel Agyekum of the Department of Geography (University of Education, Winneba, Ghana).


Awuh, H.E. and Dekker, M. (2021), "Entrepreneurship in microfranchising: an emerging market perspective", Journal of Entrepreneurship in Emerging Economies, Vol. 13 No. 5, pp. 1152-1172.



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