Franchising and intellectual capital : A franchisee's perspective

Abstract

Various studies have focused on the reasons for franchising. Most studies have concentrated principally on the franchisors' motivations for franchising, with only a few exploring franchising as a route to self-employment. This paper seeks to provide a conceptual framework which examines the value of franchising to franchisees, employing an intellectual capital perspective. It is suggested that the (perceived) value of the franchise system is unlikely to remain static over time, and that the perceived benefits of franchise systems will vary according to both system and franchisee attributes.