The Franchising Strategy: riding on franchisees' good performance

Business operators need entrepreneurial skills to succeed in business. How much of such skills do they need? This study contrasts franchisees from non-franchised entrepreneurs. Views of franchisees, non-franchised entrepreneurs and experts are sought to establish that franchisees do not need as much entrepreneurial skills as non-franchised entrepreneurs to succeed in business. The study uses ordinal data derived from views of the three categories of people above to demonstrate that indeed non-franchised entrepreneurs possess higher entrepreneurial skills, yet their performance is not as good as that of franchisees. With this conclusion, the study recommends the franchising strategy to those countries whose Small Enterprise Strategies have been a failure due to enterprise failures stemming from lack of adequate entrepreneurial skills.