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Franchising in the healthcare sector: The case of Child and Family Wellness clinics in Kenya

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  • Perrigot, Rozenn

Abstract

Franchising has been growing in most countries and most industries, and it is now growing in social sectors, e.g., healthcare, education, the provision of water. The aim of this paper is to understand and assess, using the case study of Child and Family Wellness clinics (CFW), the business model used by franchisors in the social sector; i.e., how franchisors use the core elements of franchising to manage their networks in the social sector. This research deals with three main elements of franchising, i.e., know-how, assistance and brand name, as well as the franchisor/franchisee and franchisee/franchisee relationships. The empirical work, based on the Child and Family Wellness clinics (CFW) network in Kenya, relies on primary data gathered through the conduction and analysis of 19 in-depth interviews and on secondary data from access to internal data. The main findings of this research show that franchising in the social sector seems to work no differently from franchising in more traditional sectors, at least in terms of know-how, assistance, brand name and franchisor/franchisee and franchisee/franchisee relationships. This research serves as an example and a set of guidelines for entrepreneurs who want to develop a franchise concept in the healthcare sector or any other social sectors, as well as a support for these entrepreneurs to develop and grow their concept. It can provide them with ideas on what should be implemented in the areas of know-how, assistance, brand name and relationships in order to succeed, e.g., organization of training sessions, setting up of committees.

Suggested Citation

  • Perrigot, Rozenn, 2018. "Franchising in the healthcare sector: The case of Child and Family Wellness clinics in Kenya," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 227-238.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:227-238
    DOI: 10.1016/j.jretconser.2017.12.012
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    References listed on IDEAS

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    4. Francine Lafontaine, 1992. "Agency Theory and Franchising: Some Empirical Results," RAND Journal of Economics, The RAND Corporation, vol. 23(2), pages 263-283, Summer.
    5. Rozenn Perrigot, 2017. "An exploration of franchising in Africa," Post-Print halshs-01683576, HAL.
    6. Josef Windsperger & Nina Gorovaia, 2011. "Knowledge attributes and the choice of knowledge transfer mechanism in networks: the case of franchising," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 15(4), pages 617-640, November.
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    8. Paul Tracey & Owen Jarvis, 2007. "Toward a Theory of Social Venture Franchising," Entrepreneurship Theory and Practice, , vol. 31(5), pages 667-685, September.
    9. Nina Gorovaia & Josef Windsperger, 2013. "Determinants of knowledge transfer strategy in franchising: integrating knowledge-based and relational governance perspectives," The Service Industries Journal, Taylor & Francis Journals, vol. 33(12), pages 1117-1134, September.
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    Cited by:

    1. Le Bot, Corentin & Perrigot, Rozenn & Déjean, Frédérique & Oxibar, Bruno, 2022. "Corporate Social Responsibility in franchise chains: Specificities, insights from French franchise chains’ CSD, and avenues for future research," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Rozenn Perrigot & Komlanvi Elom Gbetchi, 2023. "Social franchise chains operating in African countries: are their social goals aligned with the 2030 United Nations sustainable development goals?," Post-Print hal-03715585, HAL.

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