2015 Fiscal Year Final Research Report
Why do firms use franchising?: An analysis from knowledge-based theory and transaction cost theory
| Project/Area Number |
25380515
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Management
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| Research Institution | Komazawa University |
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Principal Investigator |
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| Project Period (FY) |
2013-04-01 – 2016-03-31
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| Keywords | フランチャイズ / 知識ベース理論 / 取引費用 / 組織文化 / リスク知覚 / 知識移転 |
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| Outline of Final Research Achievements |
In this study, I investigate why firms use franchising from both knowledge-based theory and transaction cost theory. Specifically, I theorize that franchising decision process consists of two stage decision processes: (1) the first concerns the feasibility of franchising; and (2) the second concerns the adoption of franchise strategy when franchising is feasible for the firm. I collected survey data from retail and restaurant industries, and I used multivariate analysis to test the hypotheses. I found the following results: (1) As knowledge transfer is facilitated by standardization of work and operational manuals, firms are more likely to franchise their businesses; and (2) As transaction cost increases by asset specificity and uncertainty, firms are less likely to franchise them. Also, I found that the decision to franchise is affected by organizational culture and risk perception when franchising becomes a feasible strategy with easiness of knowledge transfer.
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| Free Research Field |
経営学
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