firm performance addressing perceived bias in extant literature deepening of

Firm performance addressing perceived bias in extant

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firm performance, addressing perceived bias in extant literature, deepening of theoretical base of franchise research and contribution to understanding African experience in franchising. In terms of its methodological relevance, this study contributes towards addressing one of the common criticisms of the methodology of extant franchising research. It has been noted that current franchising literature is not fine-grained as it provides little in-depth insights into franchising issues in different contexts (Ajayi-Obe, 2007; Altinay et al ., 2014b; Doherty et al ., 2014; Elango & Fried, 1997). This reality is often attributed to the limited use of emic and contextually grounded research methodology like qualitative inquiry (Dant, 2008b). Thus, for the purpose of gaining more in-depth understanding of franchising practice in different contexts, several calls have been made to adopt more qualitative approach in investigating franchising issues (Altinay & Brookes, 2012; Dant et al ., 2011). This current study used qualitative methods to capture deep insights and unique idiosyncrasies of franchising practices, processes and relationship in Nigeria, thereby making a useful methodological contribution. From the perspective of the practical contributions of this study, the findings will be useful to existing and prospective franchisors and franchisees, stakeholders in enterprise promotion and other group of potential beneficiaries in Nigeria. Four broad practical contributions of this study are discussed thus.
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First, findings of this investigation will provide a useful framework and valuable insights to both current and potential franchisors and franchisees in Nigeria regarding the fundamental factors that shape performance of franchise units. This will ultimately help the parties to redesign appropriate strategies to improve performance. Given that the success of franchisors and in fact the entire franchise system depends on the collective performance of franchisees (Lucia-Palacio et al ., 2014), understanding the determining factors in franchisees’
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