Author(s): Edwin Agwu
This paper sets out to disprove the dictum that franchising by natures discourages innovation and creativity on the part of the franchisee. Creativity is both a complex process and an outcome. Franchising is a business technique for growing a business organization and distributing goods and services through a licensing relationship. Franchisors not only specify the goods and services that will be sold by the franchisees (i.e. a person or company who is granted the license to do business under the trademark and trade name by the franchisor), but also provide them with an operating system, brand and support. Conversely, the franchisees typically view themselves as, to some degree, partners with the franchisor in the development, growth, and success of the business entity. Therefore they embark on creativity in line with environmental trends and rival outs. The developed creative idea has significant impact on the organizational goals of the franchising business. Findings revealed that creativity ensures the survival and continuity of the franchise, due to the fact that as productivity and profitability of the firm increases, the activities of the franchise will performed continually, and as such there will be a reason for the franchisee to still be in business. Communication was also found to be a necessary tool to successfully franchising a creative business. This makes sure that there is an open and honest relationship between franchisee and franchisor results in franchisees having the confidence and feeling supported to implement creative ideas of their own in a transparent fashion.