한국의 가맹희망자들의 가맹사업 선택기준What Prospective Franchisees Are Seeking for Choosing Franchisors in Korea
- Other Titles
- What Prospective Franchisees Are Seeking for Choosing Franchisors in Korea
- Authors
- 유영열; 박주영
- Issue Date
- Feb-2013
- Publisher
- 한국중소기업학회
- Keywords
- Prospective Franchisees; Self-Employment; Franchise Brand Choice; 가맹희망자; 프랜차이즈본부 선택기준; 프랜차이즈 브랜드 선택기준
- Citation
- 기업가정신과 벤처연구, v.16, no.1, pp.19 - 34
- Journal Title
- 기업가정신과 벤처연구
- Volume
- 16
- Number
- 1
- Start Page
- 19
- End Page
- 34
- URI
- http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/11533
- ISSN
- 1738-2599
- Abstract
- A shortage of suitable franchisee applicants has been identified by franchisors as a major hindrance to franchise sector growth in Australia and Korea. However, there has been little investigation into this issue within organizational choice research. This represents an important gap in the literature. To explore the issue of franchisee shortage it was first necessary to determine what prospective franchisees are seeking from franchisors. Prospective franchisees considered a return on investment, provision of training, and being their own boss as being the most important attributes that franchisors could provide. These findings also indicate that attendees saw trade shows as an important means of gathering franchising information. Further, respondent’s attributes generally aligned with what franchisors believed they supplied, and though possessing entrepreneurial tendencies, they desired ongoing support from franchisors.
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