FRANCHISING AS A STRATEGIC ALLIANCE MODEL: A QUALITATIVE RESEARCH

Abstract

Franchising method based on sale of the right to use recognized trade name and organized business is a common type of strategic alliance. Franchising is noticed in Turkey like all over the Word day by day and be preferred by especially small and medium sized enterprises. The purpose of the research is to reveal reasons for choosing franchising by franchisee, also the advantages and disadvantages of the system in terms of franchisee as a type of strategic alliance. According to defined purpose, data were collected by semi-structured interview method with 22 franchisees which are operating in the food and beverage sector in Antalya, Burdur and Denizli provinces. The obtained data were analyzed with MAXQDA 18.0 statistical packet program. As a result of the discourse analysis, "Power of brand" took place on the top among the reasons for selecting franchising. In terms of franchisee's perspective, franchising's first rank advantage is being a ready system. Also loyalty and entrance fee are top disadvantages. In addition, reasons for choosing a franchise, advantages and disadvantages were examined according to scale, the number of employees, the activity area and the duration dimensions. (C) 2019 Published by Future Academy www.FutureAcademy.org.UK

C1 [Arman, Mutlu] Pamukkale Univ, TR-20010 Denizli, Turkey.

[Eksili, Nisa] Akdeniz Univ, TR-07070 Antalya, Turkey.

[Kiran, Funda; Bozkurt, Ozlem Cetinkaya] Mehmet Akif Ersoy Univ, TR-15100 Burdur, Turkey.