Abstract

This study examines how a mission-driven shared identification can help mitigate the failure of a micro-franchise in Rwanda, a bottom of the pyramid market. A single case study was adopted following Gioia’s established analytical process. Interviews, semi-structured interviews and observations were conducted between the period of 2018 and 2019. It was found that, a mission-driven shared identification can be achieved if a micro-franchisor promotes a culture of sharing and perceived organisational support among micro-franchisees. Also, an alliance with the government or its endorsement is necessary in encouraging franchisees to identify with a micro-franchisor. Furthermore, in a collectivist culture, if a micro-franchisor succeeds in establishing shared identification, the franchisees are very likely to remain loyal in times of crisis.

摘要

本研究探讨了任务驱动的共享身份识别如何帮助缓解卢旺达（金字塔市场底部）的微型特许经营的失败。在 Gioia 既定的分析过程之后采用了一个单一的案例研究。在 2018 年至 2019 年期间进行了访谈、半结构化访谈和观察。结果发现，如果小额特许人在小额特许人之间推广共享文化和感知组织支持，则可以实现使命驱动的共享认同。 . 此外，与政府结盟或其背书对于鼓励特许经营商认同微型特许经营者是必要的。此外，在集体主义文化中，如果小额特许人成功地建立了共同认同，则特许人很可能在危机时期保持忠诚。