Developing Franchise Frameworks for Military Veterans: A Corporate Analysis

Abstract

Every year, thousands of Malaysian veterans are discharged honorably. Various training schemes have been introduced to prep up the veterans with skills and knowledge. The aim of those schemes is to allow them to earn decent incomes once they leave the service. In developed countries, military veteran initiatives have been introduced by many franchisors as efforts to help them restart their civilian life. This paper presents a proposed franchise framework on recruiting military veterans as franchisees in Malaysia. Over 600 franchise systems of United States franchisor companies have incorporated the veterans initiatives for franchise opportunity. A content analysis of 50 top best franchisors companies with veterans initiatives generates three core structures of veterans initiatives including financial incentives, corporate support and training. A descriptive analysis is also reported to characterize the dataset. Further, the findings recommend an inclusion of policy relating to veterans initiatives by the government to encourage the franchise players to participate in extending assistance to the veterans. The practical implication of this study provides a fundamental guideline for the franchise industry in Malaysia to design their own veterans initiatives frameworks. 

Keywords: Franchise Frameworks; Military Veterans Initiatives; Content Analysis; Malaysia