A MILESTONE IN SUCESSFUL FRANCHISOR OF MOLY-CARE CAR CARE COMPANY

Abstract

Entrepreneurship and marketing are the interface functions in the corporate responses to an increasingly rivalry and complex external environment. Both concepts illustrate organizational direction toward creativity, innovation, adaptability, and risk-taking. This paper aims to explore strategic successfulness of a Thai corporate embracing franchising as a preferred method for growing its business. Given the exploratory nature of this study, single case study was designed. In-depth interview (face-to-face) with a managing director was conducted. The finding shows a connection between entrepreneurship and marketing as well as the linkage with franchising. The preliminary data has important implication for entrepreneurial marketing, franchising theorists, and practitioners in informing guidelines for the success of business operations in franchising. In addition, this study provides a platform for future study.