한국IT서비스학회지 (Journal of Information Technology Services)

한국IT서비스학회 (Korea Society of IT Services)
권호 표지

프랜차이즈시스템에서 직영점대 가맹점 비율의 결정요인에 관한 연구

An Empirical Study on the Determinants of the Proportion of Franchised Outlet in Franchise Systems

  • 김현순 (숭실대학교 대학원 벤처중소기업학과) ;
  • 박주영 (숭실대학교 벤처중소기업학과) ;
  • 임영균 (광운대학교 경영학과)
  • 투고 : 2010.07.11
  • 심사 : 2010.12.09
  • 발행 : 2010.12.31
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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.

키워드

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