Opportunity identification and evaluation in franchisee business start-ups

摘要: Purpose The purpose of this paper is to examine franchisees’ business start-ups from an entrepreneurial perspective, adopting a process representative entrepreneurship opportunity identification and evaluation by franchisees analyse factors that influence process. Design/methodology/approach A qualitative study was employed data collected using semi-structured interviews with sample service industry in Macau. Findings The identifies social networks play key role goals the criteria used information search activities undertaken while evaluating franchise opportunities. Research limitations/implications The makes two contributions literature. It can serve as substitutes for lack prior knowledge identification. also interrelated nature based on evaluate opportunities, importance relational when knowledge. therefore contributes franchise/entrepreneurship literature identifying contributing dynamics chain growth. Practical implications Franchisors should explore how better use identify longer term prospective support market penetration growth. Franchisees are advised independent sources opportunities goal-informed objectives demand criteria. Originality/value The presents more comprehensive understanding decision-making joining chains opportunities.