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Microfranchise emergence and its impact on entrepreneurship.

Diochon, Monica C.; Anderson, Alistair R.; Ghore, Yogesh


Monica C. Diochon

Alistair R. Anderson

Yogesh Ghore


Our investigation uses structuration theory to explore the emergence of a microfranchise whose aim is to raise the income of smallholder farmers in Kenya by enabling an increase in productivity. This longitudinal real time qualitative study tracks the key actions taken in developing the venture, beginning in the conception phase of startup and continuing through to the initial stage of operations. In doing so it focuses on how agency and structure reciprocally influence the resulting social enterprise. The findings indicate that agency is not exclusive to the founders. Rather it was distributed among the micro-franchisor's stakeholders to significantly shape the nature and scope of the enterprise. While franchising, generally, is not noted to provide autonomy and independence to franchisees, we find the opposite in this emerging market context. Implications are discussed.


DIOCHON, M.C., ANDERSON, A.R. and GHORE, Y. 2017. Microfranchise emergence and its impact on entrepreneurship. International entrepreneurship and management journal [online], 13(2), pages 553-574. Available from:

Journal Article Type Article
Acceptance Date Sep 29, 2016
Online Publication Date Sep 29, 2016
Publication Date Jun 30, 2017
Deposit Date May 11, 2017
Publicly Available Date Sep 30, 2017
Journal International entrepreneurship and management journal
Print ISSN 1554-7191
Electronic ISSN 1555-1938
Publisher Springer
Peer Reviewed Peer Reviewed
Volume 13
Issue 2
Pages 553-574
Keywords Microfranchise emergence; Emerging markets; Social entrepreneurship; Autonomy; Necessity entrepreneurship; Longitudinal study
Public URL


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