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Six Important Characteristics of a Successful Microfranchisee

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Social entrepreneurs drive social innovation and transformation in various fields including education, health,
environment and enterprise development.  Microfranchising is a business model that applies elements
and concepts of traditional franchising to small businesses or individual entrepreneurs in resource-poor contexts. This field report attempts to bring various social entrepreneurial activities across Asia and Africa into the spotlight to uncover which factors make for a successful nutrition microfranchisee. Our research has uncovered six key attributes that contribute to a microfranchisee’s success in serving base-of-the-pyramid
(BoP) customers: Women microfranchisees are preferred. A strong supportive network is beneficial. They work for their goal like their lives depend on it. They have a sufficient level of education. They speak the local  language. They are well trained.

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Key Details

Year 2017
Authors Kesso Gabrielle van Zutphen
Language English
Keywords
DOI https://doi.org/10.52439/EIXB3942
DOI Number 10.52439/EIXB3942
ISBN
ISSN

For all devoted to nutrition.

Discover the science behind nutrition and our latest initiatives for a promising tomorrow.​

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