In Malaysia, there are lots of local fast food restaurants that are competing with each other
especially in terms of penetrating new market which is overseas. Thus, this study is to find the
relation in between the strategic partnership with perception of both franchisors and franchisees
when conducting fast food franchise business. This strategic partnership is categorized into 2
parts; strategic partnership and knowledge and resource sharing. The marketing tools are also
studied to examine the decision making for both franchisors and franchisee before conducting
fast food franchise business
