Abstract
The study is focus on the new generation of transactional leadership in food and beverage franchise business in Thailand. The study explains with its various competitive advantages, the franchise business is a business model which is consideration demand by perspective entrepreneurs, exclusively the food and beverage partnership businesses in Thailand. While all investments have an element of risk, therefore partnering with franchisor is selling a formula for success. The differences between previous and current leadership styles are stark. By understanding the motivations for transaction leadership will be masters of change and resilience. This study has implications for those in new generation sector in general detailing what motivations drive food & beverage franchise business in Thailand will be the defining key motivations of the new generation of transaction leader.
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