A model of entrepreneurship education in franchising – application of outside-in marketing with a behavioural focus

Abstract

Purpose Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship education (EE) intervention with cognitive, affective and ultimately behavioural objectives. Design/methodology/approach A specific and uniform EE program specifically targeted to current “would be” entrepreneurs who were investigating the franchising business model was developed, focusing on the behavioural outcomes. The effectiveness of the EE intervention was evaluated using a quasi-experimental research design, which involved franchisees who had not participated in the EE intervention (control group) and franchisees who had participated in the EE intervention (experimental group). The administration of the national on-line survey yielded a total of 520 responses (194 in the experimental group and 326 in the control group). Findings The planning process in the pre-intervention stage included situation analysis, objective setting and decisions in relation to the communication strategy, i.e. content and mode. The effectiveness of the EE intervention was evaluated in the post-intervention stage. The findings indicate that EE intervention resulted in participants’ positive cognitive, affective and behavioural outcomes such as performance and relationship management. Finally, following a reflection process, additional elements covering topics related to work-life balance were incorporated into the module pertaining to an individual’s suitability to become a franchisee. Originality/value This paper proposes a conceptual framework that represents an outside-in EE approach whereby problems, audiences, objectives and communication strategies (content and method) are strategically intertwined to produce relevant, measurable and diagnostic behavioural outcomes. The EE intervention can also improve the B2B relationship between actors in a business network.

The experience of regret in small business failure: who’s to blame?

“…The franchisee pays an initial fee as well as ongoing royalties and is mandated to adhere to strict conditions and standards (Justis and Judd, 1989). This is different from independent business owners who enjoy a considerable level of autonomy (Quach et al, 2019). We found that the relationships between customer relationship development ability and contractual restrictions and regret were different between franchisees and independent business owners.…”

Effectiveness Evaluation of Employment and Entrepreneurship Education Models in Colleges and Universities Based on Multiple Fuzzy Evaluation System

“…According to the proximity principle, to find the posting progress of the two fuzzy sets A and B , the common forms of the posting progress include Hemming's posting progress, Euclid's posting progress, the max/min posting progress and the lattice posting progress, which are respectively shown in Eqs. ( 11), ( 12), ( 13), ( 14) and (15). 12), Eq.…”

“…It was determined that the program was effective in involving students in exploring careers and stimulating their thoughts about future career development [14]. Quach, S. et al evaluated and reflected on the development of individuals in an entrepreneurship education intervention based on a marketing perspective, based on questionnaire responses, the EE intervention led to positive perceptions of the participants about relationship management, and improved B2B relationships within business networks [15]. Islam, M. N. et al evaluated a social cognitive career theory education program in Project HOPE based on baseline and follow-up evaluation data, suggesting that the program was effective in engaging students in career exploration and stimulating thinking about future career development [16].…”