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Article
Dynamic Co-Existence of Company-Owned and Franchised Outlets Within a Company: A Framework of the Franchisor's Perspective
Marketing Management Journal (2002)
  • Robert E. Sibley, San Jose State University
  • B. Yoo, Hofstra University
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.
Disciplines
Publication Date
2002
Publisher Statement
Copyright © 2002 Marketing Management Association.
Citation Information
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 Vol. 12 Iss. 2 (2002)
Available at: http://works.bepress.com/robert_sibley/4/