The purpose of this paper is to investigate the use of knowledge transfer (KT) mechanisms in a franchise network.
This study uses qualitative and grounded theory techniques to collect and analyze data from a franchise network based in Africa. This approach enables the triangulation of data from different sources including field visits, observation, interviews and company reports.
The findings suggest that training is the most preferred mechanisms for transferring localized knowledge. The results highlight the importance of identifying franchisees’ training needs for transferring relevant knowledge according to experience and market profile of franchisees. Additionally, a collaborative environment within the network facilitates the sharing of best practices.
Data/insight from Africa in this study provides both theoretical and practical implications. Propositions presented can help advance KT and franchise research.
Franchising and knowledge management research in emerging markets especially in Africa is rare. This paper provides valuable insights for understanding KT practices in the African franchise market.
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