What to Expect After the Honeymoon: Testing a Lifecycle Theory of Franchise Relationships

Markus Blut, Christof Backhaus, Tobias Heussler, David M. Woisetschläger, Heiner Evanschitzky and Dieter Ahlert

Journal of Retailing, 2011, vol. 87, issue 3, 306-319

Abstract: This research examines the evolution of interorganizational relationships in a franchising context. Using U-curve theory, we develop three hypotheses and contrast them with traditional lifecycle theory. Three groups of constructs are affected by lifecycle: cooperation variables, dependence variables, and relationship variables. Four distinct stages emerge, with highest levels of variables in the honeymoon stage, lower levels in routine and crossroad stages, and increasing levels in the stabilization stage. Franchisors should strive for “stability on high levels” before operational realities influence the franchisees. Franchisees’ intermediate lifecycle phases are most critical for the system, since opportunistic behavior and switching are most likely.

Keywords: Franchising; U-curve theory; Lifecycle theory; Interorganizational relationships; Multivariate analysis of variance (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (16)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:87:y:2011:i:3:p:306-319

DOI: 10.1016/j.jretai.2010.06.003

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