CRITICAL SUCCESS FACTORS IN THE

This research report evaluates the critical success factors in the relationship ofmulti-national franchises as identified by authors in franchise systems.Specifically, this research seeks to validate the critical success factors in therelationship between multi-national Franchisors and Franchisees identified in theliterature review.The research was conducted amongst Experts, Franchisors, and Franchiseesoperating within Africa. The questionnaire-based survey asked the participants torate 16 statements, in order of importance, in order to verify if they would alsoselect the 6 factors that had been identified in the literature review. Subsequentlythe data elicited was analysed by various statistical techniques includingdescriptive statistics and inferential statistics.The findings of the research indicate consensus of the three groups ofrespondents on five factors: These are as follows:· Partner selection is crucial to the success of a franchise relationship· The deal must create mutual benefit and value· Both parties must share common goals and a common vision· There must be trust and transparency in all dealings between the twoparties· Effective communication between the two parties is essentialA conceptual model is formulated that outlines the critical success factors in therelationship between multi-national Franchisors and Franchisees. The study alsoprovides consultants in franchise systems a means to develop programs andguidelines to enhance these relationships. The findings are valuable both forexisting franchise systems and new ones. Recommendations are also made forfurther research in order to provide guidance to specific franchise sectors.