Microfranchising in Less Developed Countries

Microfranchising has matured from its beginnings in nonprofit development communities to capture the attention of the wider business community. Its successful proliferation in diverse emerging economies such as Kenya, El Salvador, and India has led to the establishment of profitable organizations, the creation of jobs, the alleviation of poverty, and sustainable economic development. We are aware of the great potential of this emerging business model, but are concerned about the paucity of academic literature on the subject. This article is an attempt to remedy this situation by synthesizing existing perspectives and stimulating new avenues of research. Specifically, we explore viable models in the practice of microfranchising by revisiting literature pertaining to its precursor — franchising. Contemporary cases are also highlighted in order to identify effective and successful strategies.