Underpinning the success of the franchise business format is the strength of the relationship that exists between the franchisee and franchisor and is based on both contractual obligation and a mutually beneficial trust and understanding that brings benefits to both parties.
Tom Endean, marketing manager at the British Franchise Association (bfa), said: “As with colleagues in any workplace, the best results come from an open and honest communication channel, where ideas, direction and feedback can be given objectively. However, differences of opinion can surface at times, so outside of the contractual obligations it is important to have the right temperament to be able to deal with these differences professionally and swiftly. These character values are a major consideration that the franchisor has to make when opening up investment opportunities to new franchisees.”
One franchisor has decided to look more closely at this unique working relationship by undertaking a piece of research. Clive Brooks, managing director of the Clive’s Easylearn Pop Music Schools franchise, has secured a three-year fully-funded PhD. research award with Bournemouth University to examine the effect of emerging IT on franchisee-franchisor relationships.
He said “My aim is to generate useful and relevant research that can be shared with the franchise industry to assist in developing best practice within the sector. As the work progresses, I hope to forge research links with other universities, franchisors and franchisees, both here and overseas, and ultimately establish a new research centre that will benefit modern franchising.”
He also hopes that the findings of his research will encourage young people to consider franchising as an entrepreneurial route for bringing new ideas to market.
“Franchising as an option is currently under-developed in entrepreneurship teaching in the UK. What I think we need are more university business schools recognising the value of franchising, and teaching it at undergraduate level,” added Mr Brooks.
His research plans also tie in with the bfa’s recently published One Vision document with regard to their aims to develop links between franchising and academia, and encourage business schools to recognise franchising.
Brian Smart, Director General of the bfa, said: “It is hoped that this important research will provide some valuable new insight into the relationship between the franchisor and franchisee. I am very keen to follow the progress of this work and I know the industry will be more than eager to hear the final findings.”
“This industry is a major employer and contributor within the UK economy, employing 383,000 people, more than the entire electricity, gas and water utilities industry put together. To carry out research that may further help this vast employer is a very positive step for UK business.”
For more information on franchising visit the bfa website at www.thebfa.org