Dynamic Co-Existence of Company-Owned and Franchised Outlets Within a Company: A Framework of the Franchisor's Perspective

Authors

Robert E. Sibley, San Jose State UniversityFollow
B. Yoo, Hofstra University

Document Type

Article

Publication Date

1-1-2002

Publication Title

Marketing Management Journal

Volume

12

Issue Number

2

First Page

23

Last Page

38

Disciplines

Business

Abstract

Why and how do company-owned and franchised outlets simultaneously exist within the same organization? The purpose of this article is to integrate a variety of theories on this interesting retail phenomenon into a broader theoretical framework based on the political-economy paradigm. This paper attempts to integrate the perspectives of several theories that previously have been considered competing models of a single reality--the access-to-capital viewpoint, transaction cost analysis, the population ecology perspective, and power-dependence-conflict arguments--into a broader perspective that utilizes intra-firmfactors and the internal and external economies and polities of the political-economy paradigm. A model depicting this integration is set forth and nineteen research propositions stemming from this model are proposed.

Comments

Copyright © 2002 Marketing Management Association.

Recommended Citation

Robert E. Sibley and B. Yoo. "Dynamic Co-Existence of Company-Owned and Franchised Outlets Within a Company: A Framework of the Franchisor's Perspective" Marketing Management Journal (2002): 23-38.