En kvalitativ studie om investeringsprocessen i svenska franchiseföretag

Sammanfattning: Purpose: The purpose of this study is to investigate the investment process within Swedish franchises. Furthermore, the study aims to investigate the franchisees participation in the investment process. Theory: The theoretical framework of reference in this essay consists of hand-picked theories and previous research articles of the investment process and franchise. Method: The thesis is a qualitative case study in which semi-structured interviews have been conducted with four cases. All companies are full members of the Swedish Franchise Association. Empirics: The data collected through semi-structured interviews is presented company á company to make the essay as clear and transparent as possible. Analysis of the empiricism comes in a separate section where the data is set against the theoretical framework of reference. Conclusion: The study results in the absence of a specific model for the investment process of Swedish franchises. The weight the companies put into the different phases of the investment process varies depending on how the franchise concept is structured. The study shows that franchisees participation in the investment process varies for the same reason.