Increasing brand compliance through the creation of an education system for franchise entrepreneurs

Abstract

The franchisor-franchisee relationship is a unique relationship that differs greatly from a normal buyer-seller business relationship. This thesis aims at creating an education framework for commissioner, which it can use in its education of its franchisees. For this thesis I consulted with the employees of the parent company, created a questionnaire for selected franchisees and took a look at the theory on the subject. In this thesis I will show why following the set of norms and regulations set by the franchisor is beneficial and what are the possible issues which should be considered so that the problems within the franchisee populous can be avoided. I will use examples of the case company and all the data collected is from the commissioner, and thus some parts may not be applicable for any other franchise organization than the commissioner.

As a result and key finding of this thesis I have created a framework suggested to be the base of the commissioner’s global education framework. The framework draws from three different sources of inspiration, the theory presented, a questionnaire and discussions with the directors of the company during my internship at the commissioner’s head office.