OPERATIONAL ASPECTS OF RETAIL FRANCHISES

Through an exploratory study, based on interviews with retail franchisees and franchisers belonging to the British Franchise Association, the operational nature of the relationship between franchisee and franchiser is explored. The views of franchisees and franchisers on the nature and level of their respective responsibilities throughout the relationship are sought, and differences in perceptions are pinpointed. The early findings suggest that, whilst apparently a franchise is an opportunity for a new entrant with no previous business experience, the whole process from vetting and training, through to trading, is in fact based on the assumption that the entrant is familiar with general business practice.