| Summary: | 碩士 === 雲林科技大學 === 企業管理系碩士班 === 98 === “Opportunity recognition” and “opportunity development and evaluation” are the
major contents in entrepreneurship research, but there is lack of thorough study on
franchising decision-making process currently. The topic of this study takes five
franchisee of Taiwan of chain convenience stores for example. The research revised
Kaufmann’s decision making process model through case interviews and literature
review, and established the new complete model of franchising decision-making
process.
In addition to raising new model of franchising decision-making process, the study
has following observations based on case study of comparative analysis.
1. Franchisees with relevant industry prior knowledge will be subject to “prior
knowledge” in “industry decision” and “organizational type decision”.
Franchisees with no relevant industry prior knowledge will be subject to “social
networks” in “industry decision” and “organizational type decision”.
2. Franchisees with relevant industry prior knowledge will be subject to “prior
knowledge” and “potential financial rewards” in “brand decision”. Franchisees
with no relevant industry prior knowledge will be subject to “social networks” and
“potential financial rewards” in “brand decision”.
3. Franchisees with relevant industry prior knowledge will be subject to “prior
knowledge”, “potential financial rewards” and “financial resources of franchisors”
in “sector decision (franchise/authorized)”. Franchisees with no relevant industry
prior knowledge will be subject to “social networks” and “potential financial
v
rewards” and “financial resources of franchisors” in “sector decision
(franchise/authorized)”.
4. Whether having prior knowledge of related industries or not, franchisees’ “site
selection” will be influenced by “potential financial rewards” and “management
knowledge of franchisors”.
5. In repeat entrepreneurial stage, franchisees’ “extending store decision” will be
influenced by “prior knowledge of previous store”, “potential financial rewards”,
“financial resources of franchisors”, “management knowledge of franchisors” and
“human resources of franchisors”.
6. In repeat entrepreneurial stage, franchisees’ “site section of extending store” will
be influenced by “prior knowledge of previous store”, “potential financial rewards”,
“management knowledge of franchisors”, and “human resources of franchisors”.
7. Franchisees with prior knowledge adopt the “heuristic approach” decision-making
model in the early opportunity recognition. Franchisees with no prior knowledge
adopt the “Effectuation approach” decision-making model by “social networks” in
the early opportunity recognition, but also may have “heuristic approach”.
8. Whether having prior knowledge or not, after joining the franchising system, the
resources and assistance of franchisors enable franchisees less taken the decision of
effectuation.
9. Franchisors provide relevant industry knowledge and resources to help
entrepreneurs simplify the decision-making process and reduce the risk of venture.
10. Starting an enterprise by franchise and in order to increase the number of potential
financial reward, franchisees should set goal in multi-stores.
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