How to Promote Franchisee Endurance in the Franchise System Based on Entrepreneurial Orientation

Abstract

Entrepreneurial orientation is important to maintain the franchisee’s outlet endurance. This research aims to find out franchisee entrepreneurial orientation that appropriate to outlet endurance in the given franchise system. Through a qualitative casa study approach, data were gathered by conducting 12 depth interviews to franchisees from 12 differences brand in Banda Aceh municipality, Indonesia to get a cleaner and deeper picture of franchisee entrepreneurial orientation and their outlets endurance. Based on entrepreneurial profiles of prospective franchisees by Boulay and Stan (2013), the result indicates that, franchisees in the system developer class, will have a high endurance by giving independent autonomy, allowing them to innovate and operating system with multi outlets. Franchisees in the in-store craftsperson class will have a high endurance by detail and clear standard operating procedure and develop collaborative communication. And franchisees in the opportunistic class will have high endurance by strengthening brand. Overall franchisees having cooperative entrepreneurial orientation

Keywords: Entrepreneurial Orientation, Franchisee, Cooperative Entrepreneurial, Franchisee Endurance