Susan Lynne Flint-Hartle

PhD, (Property)
Study Completed: 2007
College of Business

Citation

Thesis Title
Franchising in the Real Estate Agency Sector: Multiple Perspectives and Converging Angles of Inquiry

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Mrs Flint-Hartle examined the nature of business format franchising in real estate agency. Her research had three main aims: firstly, to broaden explanation of franchise strategy in a specific sector; secondly, to extend debate linking franchising and the entrepreneurship domain; and thirdly, to expand previous restrictive methodological approaches in the field. Following a sequential mixed methodological process, Mrs Flint-Hartle explored real estate from multiple angles of inquiry. Her research showed the competitive nature of the real estate industry to be suited to the franchise form and her consideration of the perspectives of both parties to the franchise contract revealed a complex interdependency between two types of entrepreneurs engaged in parallel business venturing. In considering the franchisor as system initiator and the franchisee as system implementer, she concluded that the joint development of resource competency typified franchising in the sector and enhanced competitive advantage. Mrs Flint-Hartle’s research revealed that real estate franchise systems not only offer market participants standardisation and quality control but also demonstrate innovation and wealth creation compatible with accepted entrepreneurship constructs.

Supervisors
Prof Anne de Bruin
Prof Lawrence Rose

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