Purpose

Building on the limitations of the efforts of aid agencies and non-governmental organisations to pull the poor out of poverty in low- and middle-income countries and declining opportunities for market expansion in high-income countries, microfranchising is being promoted as a pro-poor business model, which promotes entrepreneurship. Sub-Saharan Africa has become a fertile ground for the propagation of this model. However, contemporary studies on microfranchising have not sufficiently explored what motivates people to turn to this method of doing business.

Design/methodology/approach

Through the case of a microfranchise in Ghana (FanMilk), the purpose of this paper is to use qualitative methods to study motivations for engaging in entrepreneurship ventures in a microfranchise.

Findings

The findings reveal whether motivations for becoming microfranchise entrepreneurs change over time or are varied, and these changes are moderated by changing opportunities, challenges and demographic factors.

Originality/value

These findings contribute to knowledge on microfranchising in terms of theory, policy and practice. The findings also seek to stimulate further inquiry into microfranchising and its ability to create value for multiple parties when operating in emerging markets such as Africa.

中文翻译：

---

微型特许经营中的企业家精神：新兴市场视角

目的

由于援助机构和非政府组织在低收入和中等收入国家使穷人摆脱贫困的努力有限，以及在高收入国家扩大市场的机会不断减少，小额特许经营正在被推广为一种有利于糟糕的商业模式，促进了创业。撒哈拉以南非洲已成为传播这种模式的沃土。然而，当代关于小额特许经营的研究还没有充分探讨是什么促使人们转向这种经营方式。

设计/方法/方法

通过在加纳的小额特许经营 (FanMilk) 的案例，本文的目的是使用定性方法来研究在小额特许经营中从事创业的动机。

发现

调查结果揭示了成为小额特许经营企业家的动机是否会随着时间的推移而变化或变化，而这些变化会受到不断变化的机会、挑战和人口因素的影响。

原创性/价值

这些发现有助于在理论、政策和实践方面了解小额特许经营。调查结果还试图激发对小额特许经营及其在非洲等新兴市场运营时为多方创造价值的能力的进一步调查。