Veterans Serving the Franchise Sector: Exploring the Appeal

Erin Mires, Denise M Cumberland, Amanda Berry



This exploratory qualitative study aimed to understand the motivation of former service members to become franchisees.  The population of veterans targeted, many of whom were entering the civilian workforce for the first time, have been franchisees for less than five years.  The specific objectives of this exploratory investigation were to (1) develop a greater understanding of veterans’ situation, orientation, and motivation for becoming franchisees, and (2) investigate the veterans’ process for selecting a franchisor.  We found that there are three emotional motivators behind veterans’ choice of self-employment: control, value, and fear.  Further, we found veterans’ choice to purchase a franchise came after they decided on entrepreneurship, and this decision was based on a practical assessment of their own Knowledge, Skills, and Abilities (KSAs). This exploration can provide insight into veterans’ pursuit of self-employment that will help those working with transitioning soldiers as well as identify areas for theory development.


veterans, franchising, career motivations, critical-incident technique

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