Abstract
One path to black entrepreneurship is via the franchise. This article analyzes the basic issues of progress and success in the development of black-owned franchise units, with a focus on the measurement and promotion of such progress and success. Existing measures and promotional efforts are evaluated, and the perspectives of both the franchisor and the franchisee are probed. Secondary sources of data are analyzed, as are a series of in-depth telephone interviews conducted with a sampling of top executives of both large and small franchisor companies and also with a variety of black owners of franchise units. Recommendations and conclusions, for both franchisors and franchisees, are presented.
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