Abstract
Scholars question whether and how microfranchises can overcome institutional challenges inherent in operating in developing markets. This chapter illustrates how stakeholders utilize cross-sector partnerships to overcome resource scarcity, agency problems and standardization requirements. By analysing this case from rural Guatemala, this chapter offers fresh insights into how business model adaptations enable franchises to thrive despite difficult operating environments. The chapter includes business model adaptations designed to address growth, standardization and branding concerns.
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© 2014 Lisa Jones Christensen and David Lehr
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Christensen, L.J., Lehr, D. (2014). Overcoming Institutional Challenges in Microfranchising. In: Alon, I. (eds) Social Franchising. Palgrave Pivot, London. https://doi.org/10.1057/9781137455840_3
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DOI: https://doi.org/10.1057/9781137455840_3
Publisher Name: Palgrave Pivot, London
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