assistance in site selection provision of initial and ongoing training

Assistance in site selection provision of initial and

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assistance in site selection, provision of initial and ongoing training, financing supports, management services, operations management services, marketing and promotional supports, research and development supports (Abdullah et al ., 2008; Chien, 2014; Chiou et al ., 2004; Hnuchek et al ., 2013; Michael & Combs, 2008). Other supports include market analysis, sales forecast, new product development, brand promotion and assistance in employee recruitment (Roh & Yoon, 2009). The importance of good quality training support for franchisee’s outlet and indeed the entire chain cannot be overstressed. The centrality of training is underscored by the fact that knowledge predicts the operational success and competitiveness of any organization (Minguela-Rata, Lopez-Sanchez, & Rodriguez-Benavides, 2010) and more so for a business firm in a fast-paced and ever-dynamic world. Through pre-opening briefings, initial training and continuous dissemination of relevant information, franchisees acquire the necessary business skills and experiences as well as the shared vision of the chain, understand the chain’s unique value proposition and appreciate the need to work for the long-term success of the system (Altinay et al ., 2014b; Minguela-Rata et al ., 2010; Roh & Yoon, 2009). In addition to its positive impact on franchisees’ mentality, training also has a significant positive effect on the job satisfaction and commitment of staff at the outlet (Choo & Bowley, 2007; Latif, 2012). Similarly, management services such as site selection, assistance in employee recruitment, central purchasing, accounting and operational guidance, market analysis and sales forecast,
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new product/service development, advertising etc. facilitate the smooth take off, operational and marketing efficiency, and ultimately improve the overall satisfaction and profitability of franchisees’ outlet (Abdullah et al ., 2008; Chien, 2014; Frazer et al ., 2012; Minguela-Rata et al ., 2010).
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  • Summer '17
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  • ROH, Frazer, Yoon, Chien

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