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Social Franchising in Emerging Markets : a Multi-Perspective Approach in the Education Sector of Pakistan Muhammad Akib Warraich

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Social Franchising in Emerging Markets : a Multi-Perspective Approach in the Education Sector of Pakistan Muhammad Akib Warraich Social franchising in emerging markets : a multi-perspective approach in the education sector of Pakistan Muhammad Akib Warraich To cite this version: Muhammad Akib Warraich. Social franchising in emerging markets : a multi-perspective approach in the education sector of Pakistan. Business administration. Université Rennes 1, 2017. English. NNT : 2017REN1G015. tel-01723627 HAL Id: tel-01723627 https://tel.archives-ouvertes.fr/tel-01723627 Submitted on 5 Mar 2018 HAL is a multi-disciplinary open access L’archive ouverte pluridisciplinaire HAL, est archive for the deposit and dissemination of sci- destinée au dépôt et à la diffusion de documents entific research documents, whether they are pub- scientifiques de niveau recherche, publiés ou non, lished or not. The documents may come from émanant des établissements d’enseignement et de teaching and research institutions in France or recherche français ou étrangers, des laboratoires abroad, or from public or private research centers. publics ou privés. ANNÉE 2017 THÈSE / UNIVERSITÉ DE RENNES 1 sous le sceau de l’Université Bretagne Loire pour le grade de DOCTEUR DE L’UNIVERSITÉ DE RENNES 1 Mention : Sciences de Gestion Ecole doctorale EDGE Muhammad Akib Warraich Préparée à l’unité de recherche Centre de Recherche en Economie et Management (CREM - UMR CNRS 6211) Institut de Gestion de Rennes Thèse rapportée par : Social franchising in Olivier HERRBACH emerging markets: A Professeur à l’Université de Bordeaux rapporteur multi-perspective Muriel FADAIRO MCF HDR à l’Université Jean Monnet, Saint-Etienne rapporteur approach in the et soutenue à Rennes education sector of le 20 octobre 2017 Pakistan devant le jury composé de : Olivier HERRBACH Professeur à l’Université de Bordeaux rapporteur Muriel FADAIRO MCF HDR à l’Université Jean Monnet, Saint-Etienne rapporteur Gérard CLIQUET Professeur Emérite à l’Université de Rennes 1 examinateur Rozenn PERRIGOT Professeur à l’Université de Rennes 1 directrice de thèse This page is intentionally left blank. b To my kind and loving parents Muhammad Mushtaq Ali and Rukhsana Mushtaq c This page is intentionally left blank. d ACKNOWLEDGEMENTS Firstly, I take this opportunity to express my sincerest and highest gratitude to my research supervisor Dr. Rozenn Perrigot for her strong intellectual support, brilliant guidance, constructive criticism and endless encouragement throughout my research work. I am highly grateful to Dr. Perrigot for the amount of time and energy she has spent on improving my research skills. I am especially thankful to her for always assisting me promptly, reading and discussing my work and advising me as to the most efficient way to overcome the challenges which my research has presented. I believe her valuable advice will help me throughout my professional career. I feel honored having pursued my doctoral research under her supervision and without her guidance, my academic achievement would not have been possible. I greatly appreciate her dedication and her enormous contributions toward franchising research. I am also grateful to Dr. Gerard Cliquet, Dr. Olivier Herrbach, and Dr. Muriel Fadairo for agreeing to review my doctoral thesis and for becoming part of my jury. I feel honored to have a jury comprising of world-renowned scholars in my research area. I would also like to thank the management of the Graduate School of Management (IGR-IAE de Rennes), University of Rennes 1, the Center for Research in Economics and Management (CREM), Science of Man, Organizations, and Society Doctoral School (SHOS), the Center in Franchising, Retail & Service Chains and the Fondation Rennes 1 for providing me research opportunities and facilities which enabled me to complete my research work. I am specifically thankful to the faculty members at IGR-IAE de Rennes for their strong support and encouragement. I also wish to express my strong appreciation for my kind and loving parents Dr. Muhammad Mushtaq Ali and Rukhsana Mushtaq, who have always been a source of e inspiration for me. I am indebted for their social, moral and financial support. Little could have been achieved in my life without them. I cannot forget my grandfather, the late Dr. Chaudary Rehmat Ali who holds a very special place in my heart and memories. His love, kindness and support are unforgettable for me. I believe that he would have been the happiest person on earth to see me succeeding. It is my honor to take this opportunity to thank my respected brother and beloved sister, Dr. Dildar Hussain and Dr. Filza Hussain. They made it possible for me to choose the pathway of higher studies and research. They also supported me morally and financially during my studies and hosted me for my nearly five-year stay in France. I would like to express my gratitude to my elder brother Dr. Muhammad Hassan Mushtaq for his valuable advice which kept me motivated to achieve my goals and for his extended and continuous financial support. I strongly appreciate my eldest brother Muhammad Omer who has been extremely supportive for me since my childhood. I am particularly thankful to my caring and loving wife Saima for her co-operation and support during my studies. My lovely daughter Omama has added meaning to my life. She is the real source of motivation for me; she makes it all worthwhile. Lastly, I owe thanks to my great friends including Dr. Ismail Lahlou, Dr. Majid Jamal Khan, Dr. Muhammad Usman Rashid, Imran Bajwa, Saghir Bhatti, and Faraz Aslam. They have always been there for me whenever and wherever I needed them. Rennes, July 2017 Muhammad Akib Warraich f DECLARATION I – Muhammad Akib Warraich – declare that this dissertation “Social franchising in emerging markets: A multi-perspective approach in the education sector of Pakistan” is carried out under the supervision of Dr. Rozenn Perrigot. I have personally collected all primary data to carry out this research and it is all my own work unless mentioned otherwise. No part of this dissertation has been previously submitted for any other academic degree or qualification at any other institute or university. Copyright © 2017 by Muhammad Akib Warraich All rights are reserved. No part of this dissertation may be produced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from the author. Any information derived from this research should be acknowledged and referenced accordingly. g This page is intentionally left blank. h ABSTRACT Franchising literature mainly deals with franchising in developed markets and traditional sectors such as hotel and restaurant sectors. Recently, some researchers have expanded the scope of their studies by examining franchising in emerging markets and in less traditional sectors. The objective of this research is to further contribute toward the franchising literature based on evidence from emerging markets and from non-traditional business sectors. This study investigates the main characteristics, development, social dimensions, benefits and the challenges of franchising in the education sector of Pakistan. Furthermore, it highlights that education franchising in Pakistan is mainly operating as a form of social franchising. The study also discusses how the social dimension of education franchising in Pakistan is counterbalanced with the commercial side of this business. This dissertation also presents a detailed literature review on social franchising and social franchising in emerging markets. Further, it compares the literature of social franchising with other social organizations (NGOs, NPOs, co-operatives, the social economy and social entrepreneurship) to understand its distinctive features. The literature shows that there is a lack of information regarding franchising in the education sector. To address this research gap I investigate how franchising in the education sector emerged, its social impact on the society, its characteristics in comparison to commercial franchising, its challenges and its future prospects. I developed a theoretical framework using organizational ecology theory, social capital theory and social network theory. A multi-perspective qualitative approach was adopted. This involved conducting and recording 44 in-depth interviews with franchisors, franchisees, school teachers, network i employees, parents, students and government officials. Secondary data was collected from franchisor websites. Data was transcribed and analyzed by NVivo. The findings suggest a link between the emergence of social franchising and the performance of public sector educational institutions. Moreover, findings elaborate that education franchising networks in Pakistan have made a significant social contribution by increasing literacy rates and reducing gender inequalities. Therefore, it can be considered as a form of social franchising. Some characteristics of educational franchise networks in Pakistan are the same as those of franchising in more traditional sectors such as hotels and restaurants. Interestingly, the provision of brand name, transfer of know-how, assistance and training, as well as network uniformity, were found to be just as important as they are in traditional franchising sectors. The findings also suggest that users and public have a positive perception of franchising in the education sector and it is regarded as a better alternative as compared to other available options. Franchising has brought significant educational reforms in Pakistan, especially
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