Business Franchise June

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University challenge
Franchising is not a word you will ﬁ nd in the summary of most business
courses, so who is educating the next generation? Joanne Larty explains
A
LACK OF awareness and understanding of franchising is thought to that students state the criteria on which they base their decisions at each
be a main problem affecting the recruitment of suitable franchisees. stage of the process; the second is that they consider a wide range of
There have been suggestions on ways to increase awareness, yet opportunities rather than just one; and the third is that it ensures that each
the key to solving this problem may be through education and research. stage is evaluated as a business or investment decision with a clear outline
Over the last 10 years Lancaster University Management School has run of the business model and their role as a franchisee.
an undergraduate module on franchising. Each year the module provides over Taking on the role of a prospective franchisee is one of the best ways to
100 of the UK’s best business school students with vital knowledge and skills in immerse students into the world of franchising. Students visit the franchise
running a franchised business. The module has evolved through exhibition in Manchester and guest speakers from the franchise community
the Institute for Entrepreneurship and Enterprise Development are invited to talk about their experiences in franchising. Each year
(IEED)’s own research and business support activities, which the module includes two ‘Question Time’ panels, one with
provide students with a link between theory and practice. franchisees and one with franchisors. In their roles as
It is rare to ﬁ nd franchising so high on the potential franchisees, students query panel members on
agenda at universities in the UK. All too often it all aspects of franchising. These two different angles provide
is mentioned as a route to market, a form of students with a greater insight into important elements of
business growth, or an ‘entry mode strategy’ for the decision making process and in particular the central
budding small business owners. Each year at the importance of the franchisor-franchisee relationship.
start of the franchise module, few students are aware Students leave the module more knowledgeable about
of what franchising is and the opportunities it offers. franchising. This knowledge may one day prove invaluable
The module not only puts franchising in the spotlight, if they, or their friends or family, take on a franchise.
but presents it as an exciting context for research, I have been involved in research on franchising for
teaching and practice. over ﬁ ve years, with a particular interest in the role of the
The module emphasises the practical element of franchisee as small business owner. My research provides
franchising from franchisor and franchisee perspectives. a vital function in continually evolving the undergraduate
Part of the module involves students taking on the role of a franchise module. The work also contributes to IEED’s
prospective franchisee and they are assessed on the quality of their business support programmes and is integrated into an intense
decision-making process in choosing a franchise. half-day ‘Franchising Master-class’, which forms an
To aid this, they are provided with systematic and
Joanne Larty
important element of Lancaster’s LEAD programme.
staged process that helps pinpoint available franchise
is a Lecturer in Entrepeneurship at
Franchise organisations offer an exciting
Lancaster University Management
opportunities and avoids many of the common environment for research, encompassing management
School and can be contacted at
pitfalls that have been identiﬁ ed through research.
j.larty@lancaster.ac.uk
and organisational challenges. Research must be driven
The process focuses on three areas: The ﬁ rst is by the needs of the franchise community. ■
June 2008 www.businessfranchise.com
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