G dant et al 2013 rauch frese 2007a soontiens lacroix

particular are likely to be important factors in their business success (e.g. Dant et al ., 2013;
Rauch & Frese, 2007a; Soontiens & Lacroix, 2009; Weaven, Grace, & Manning, 2009).
To underscore the importance of appropriate attitude and skills in franchisees’ success, the
International Franchise Association Code of Ethics requires that franchisees should only be
selected after reasonable investigation and confirmation that they possess the basic skills,
attitudes and personal characteristics to conduct the business of the particular system
(International Franchise Association, 2016).
The key attitude and skill factors in the adapted model include franchisees motivation & hard
work, management & marketing skills and prior experience. Each of these along with
empirical
findings on their relevance to franchisees’ business performance is thus discussed.
2.3.2.3.2.1 Motivation & Hard work
Motivation & hard work is the first attitude and skill factor identified as having the potential
to
influence their business performance. A large number of empirical studies have concluded
that
motivation and hard work matter for franchisees success (Frazer et al ., 2007; Frazer &

Winzar,
2005; Merrilees & Frazer, 2006; Parsa et al ., 2005; Watson, 2008).
Notwithstanding the seeming conclusive findings on the issue of motivation & hard work,
this
study sought to answer the call of scholars (e.g. Dant et al , 2013; Nijmeijer et al , 2014) to
confirm the relevance of literature-identified personality attitudes of franchisees in other
contexts. This factor is considered for further empirical confirmation in Nigeria.
2.3.2.3.2.2 Management & Marketing Skills
In terms of excellent management & marketing skills , empirical findings have shown that
franchisees’ business performance improve when they possess these skills (Chien, 2014;
Clarkin, 2008; Jiang et al ., 2014; Merrilees & Frazer, 2006). And form the perspective of
franchise practitioners, one of the most important factors that lead to franchisees success is
sales and marketing skills (Hancock, 2015; Nguyen, 2015).