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The determinant factors of successful franchise business in Malaysia


Mohd Harif, Mohd Amy Azhar and Chee, Hee Hoe and Hussin, Zolkafli and Md Isa, Filzah and Othman, Siti Norezam (2011) The determinant factors of successful franchise business in Malaysia. International Review of Business Research Papers, 7 (1). pp. 1-15. ISSN 1837-5685

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Abstract

This paper presents the findings of a study in identifying the critical success factors of Bumiputra and non-Bumiputra franchisors in conducting their franchise business in Malaysia.The cross case study approach was used to analyse the data.Thirteen franchisors (six Bumiputra and seven non-Bumiputra) were selected as the sample cases.There were two important variables which had been identified as very critical to the success of local franchise business namely, marketing orientation factors and entrepreneurial based factors.The Bumiputra franchisors highlighted competition as their main business market orientation factor, while non-Bumiputra franchisors scored high for customer orientation in the product dominant sector.Franchisors from both ethnic groups demonstrated high entrepreneurial based factors.For the service dominant sector, the non Bumiputra franchisors emphasized on customer and competition orientation, whereas, the Bumiputra franchisors stressed more on customer and interfunctional coordination.However, the Bumiputra franchisors scored moderate achievement motivation and low risk taking as well as innovation.The non Bumiputra franchisors scored high in the entrepreneurial based factors.

Item Type: Article
Uncontrolled Keywords: Franchising and Entrepreneurship, Developing economies
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of Economics, Finance & Banking
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 17 Feb 2014 04:32
Last Modified: 24 Apr 2016 06:12
URI: http://repo.uum.edu.my/id/eprint/9414

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