Micro-Franchising for People at the Bottom of Pyramid (BOP) in Malaysia


Md Hassan, Nurbani and Mohd Rom, Noor Ashikin and Abu Said, Al-Mansor (2016) Micro-Franchising for People at the Bottom of Pyramid (BOP) in Malaysia. Advanced Science Letters, 22 (12). 4564-4567(4. ISSN 1936-6612

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Micro-franchising has been gaining its popularity because it promotes sustainable form of entrepreneurship for the poor and low income group or those at the base of pyramid (BOP). The concept of micro-franchising has been in existence for decades, but the publicity about the concept was only made back few years ago. Microfranchise is expected to help the low income people or people at the lower or “grass root” level of the economy to actually start a successfully proven business with minimum capital, training and supervision. The objective of this paper is to assess the micro franchise opportunities in Malaysia and also to identify the characteristics of micro franchise business model. This study employed qualitative method where semi-structured interview was conducted with the micro-franchisor. Content analysis were used to analyze the data. The findings revealed that micro-franchise business opportunities are available in Malaysia, especially the business format type of franchise. However, the choices of the businesses are very limited as the development was still at infancy stage. The findings also revealed that for the micro-franchise to be effective at BOP level, the business concept should have the criteria(s) of sustainable business, social considerations, product simplicity, on-going business supports, financing, on-the-job training and good business location.

Item Type: Article
Uncontrolled Keywords: Franchises (Retail trade), Base of Pyramid, Business, Franchise, Micro, Model
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5428-5429.6 Retail trade
Divisions: Faculty of Management (FOM)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 24 Nov 2020 13:10
Last Modified: 24 Nov 2020 13:10
URII: http://shdl.mmu.edu.my/id/eprint/7444


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