프랜차이즈시스템에서 직영점대 가맹점 비율의 결정요인에 관한 연구

• 영문명: An Empirical Study on the Determinants of the Proportion of Franchised Outlet in Franchise Systems
• 발행기관: 한국IT서비스학회
• 저자명: 김현순(Hyunsoon Kim) 박주영(Juyoung Park) 임영균(Youngkyoon Lim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제9권 제4호, 1~18쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2010.12.30

영문 초록

Plural governance system in which firms use vertical integration and market governance simultaneously are widely used across various marketing context. Typical examples of plural governance include franchise systems, in which firms own and operate some unit themselves while licensing the operation of some of their units to franchisees. Despite many scholars have attempted to explore the structure of plural governance over decades, there are few insights into its determinants. In this study, we examine the relationship between the proportion of outlets franchised and several franchisor's characteristics based on the perspectives of transaction cost analysis, resource scarcy theory and agency theory. Using franchisor data in Korean Franchise Disclosure Document over the 2006∼2009 period, we test the effect of franchisor size, system growth rate, franchise fee, initial investment, and risk sharing on the proportion of outlets franchised. Except for the effect of system growth rate, the results of a series of multiple regression analysis supported the negative effects of franchisor size, franchise fee, initial investment and risk sharing on the proportion of outlets franchised.

목차

1. 서 론

2. 이론적 배경

3. 가설설정

4. 자료의 수집 및 분석

5. 가설검증 결과 및 논의

6. 결 론

키워드

Franchise Outlet Proportion Plural Governance TCA Agency Theory Franchisor Franchisee