Marketing is considered to be of utmost importance for the success of new ventures. Therefore, research on entrepreneurial marketing has increased considerably since the late 1980s. Its findings are varied and vibrant, yet also large and extremely fragmented, and a comprehensive theory of...

The factors that influence franchisors' propensity tofranchise are investigated. Although most studies rely on either resourcescarcity or agency theory to generate hypotheses, the hypotheses in this studyare grounded in both perspectives. The first three hypotheses predict thatyounger, smaller...