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Micro-Franchising in the Bottom of the Pyramid Market: Rwanda

Author

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  • Felicia Naatu
  • Ilan Alon
  • Rehema Uwamahoro

Abstract

This study examines how a mission-driven shared identification can help mitigate the failure of a micro-franchise in Rwanda, a bottom of the pyramid market. A single case study was adopted following Gioia’s established analytical process. Interviews, semi-structured interviews and observations were conducted between the period of 2018 and 2019. It was found that, a mission-driven shared identification can be achieved if a micro-franchisor promotes a culture of sharing and perceived organisational support among micro-franchisees. Also, an alliance with the government or its endorsement is necessary in encouraging franchisees to identify with a micro-franchisor. Furthermore, in a collectivist culture, if a micro-franchisor succeeds in establishing shared identification, the franchisees are very likely to remain loyal in times of crisis.

Suggested Citation

  • Felicia Naatu & Ilan Alon & Rehema Uwamahoro, 2022. "Micro-Franchising in the Bottom of the Pyramid Market: Rwanda," Journal of Social Entrepreneurship, Taylor & Francis Journals, vol. 13(1), pages 71-91, January.
    • Handle: RePEc:taf:jsocen:v:13:y:2022:i:1:p:71-91
    DOI: 10.1080/19420676.2020.1755347
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