Growth, Uniformity, Local Responsiveness, and System-Wide Adaptation in Multiunit Franchising

Jacques Boulay, Barbara Caemmerer, Heiner Evanschitzky and Krista Duniach
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Jacques Boulay: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Barbara Caemmerer: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School
Krista Duniach: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: Using the resource-based view framework, we investigate the link between multiunit franchising (MUF) and performance on four key challenges in franchise chain management: growth, uniformity, local responsiveness, and system-wide adaptation. Our findings support the assertion that system growth is positively related to MUF rate within a system, in particular in relation to geographic expansion. Interestingly, while uniformity does not seem to be related to MUF rate, we find marginal support for an inverted u-shaped relationship between system-wide adaptation and MUF rate. Furthermore, the data suggest that local responsiveness and MUF rate are related in a u-shaped function.

Date: 2016
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Citations: View citations in EconPapers (5)

Published in Journal of Small Business Management, 2016, 54 (4), pp.1193-1205. ⟨10.1111/jsbm.12239⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02011850

DOI: 10.1111/jsbm.12239

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