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Identifying the franchisee profiles franchisors prefer

Author

Listed:
  • José M. Ramírez-Hurtado
  • Francisco J. Rondán-Cataluña
  • Flor M. Guerrero-Casas
  • Juan M. Berbel-Pineda

Abstract

This study identifies the franchisee profiles that franchisors prefer. Specifically, the goals of this study are: (1) to identify the characteristics that form the franchisee profile preferred by the franchisors operating in the Spanish market and (2) to contrast diverse hypotheses related to this profile. These hypotheses are related to the ideal franchisee, sector, financial level, number of franchisee units and age of franchisors. Criteria that franchisors look for in potential franchisees are ranked by importance. The value of the paper is significant as it provides a practical framework for franchisors for the selection process of franchisees when choosing from a group of potential franchisees. The franchisee profile was obtained using conjoint analysis, which is a decomposition methodology that is rarely used in this field.

Suggested Citation

  • José M. Ramírez-Hurtado & Francisco J. Rondán-Cataluña & Flor M. Guerrero-Casas & Juan M. Berbel-Pineda, 2011. "Identifying the franchisee profiles franchisors prefer," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 12(4), pages 567-588, May.
    • Handle: RePEc:taf:jbemgt:v:12:y:2011:i:4:p:567-588
    DOI: 10.3846/16111699.2011.599408
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    Cited by:

    1. Crecente, Fernando & Sarabia, María & Teresa del Val, María, 2021. "The hidden link between entrepreneurship and military education," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    2. Watson, Anna & Dada, Olufunmilola (Lola) & Grünhagen, Marko & Wollan, Melody L., 2016. "When do franchisors select entrepreneurial franchisees? An organizational identity perspective," Journal of Business Research, Elsevier, vol. 69(12), pages 5934-5945.
    3. Anant Deshpande & David Tsai, 2021. "Managing a Mission-driven Franchise Organization: An Empirical Investigation of Organizational Practice and Individual Outcomes," Global Business Review, International Management Institute, vol. 22(2), pages 311-347, April.
    4. Calderon-Monge, Esther & Pastor-Sanz, Iván & Sendra-García, Javier, 2021. "How to select franchisees: A model proposal," Journal of Business Research, Elsevier, vol. 135(C), pages 676-684.
    5. Котляров И.Д., 2015. "Отбор Партнера По Лицензионному Соглашению," Журнал Экономика и математические методы (ЭММ), Центральный Экономико-Математический Институт (ЦЭМИ), vol. 51(2), pages 103-112, апрель.

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