Purpose – The purpose of this paper is to make the first attempt to examine franchisee personality within the context of alternative franchisee ownership structures (single unit versus multiple unit ownership) and service type (standardised versus customised). Design/methodology/approach – A...

Purpose: Drawing on an outside-in marketing perspective, this paper aims to outline the development, implementation, evaluation and reflection of a real-world entrepreneurship education (EE) intervention with cognitive, affective and ultimately behavioural objectives....