firm performance, addressing perceived bias in extant literature, deepening of theoretical baseof franchise research and contribution to understanding African experience in franchising.In terms of its methodological relevance, this study contributes towards addressing one of thecommon criticisms of the methodology of extant franchising research. It has been noted thatcurrent franchising literature is not fine-grained as it provides little in-depth insights intofranchising issues in different contexts (Ajayi-Obe, 2007; Altinay et al., 2014b; Doherty etal.,2014; Elango & Fried, 1997). This reality is often attributed to the limited use of emic andcontextually grounded research methodology like qualitative inquiry (Dant, 2008b). Thus, forthe purpose of gaining more in-depth understanding of franchising practice in differentcontexts, several calls have been made to adopt more qualitative approach in investigatingfranchising issues (Altinay & Brookes, 2012; Dant et al., 2011). This current study usedqualitative methods to capture deep insights and unique idiosyncrasies of franchisingpractices,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 toexisting and prospective franchisors and franchisees, stakeholders in enterprise promotionandother group of potential beneficiaries in Nigeria. Four broad practical contributions of thisstudy are discussed thus.
First, findings of this investigation will provide a useful framework and valuable insights toboth current and potential franchisors and franchisees in Nigeria regarding the fundamentalfactors that shape performance of franchise units. This will ultimately help the parties toredesign appropriate strategies to improve performance. Given that the success of franchisorsand in fact the entire franchise system depends on the collective performance of franchisees(Lucia-Palacio et al., 2014), understanding the determining factors in franchisees’