The Effect of Intangible Resources on Firm Performance in the Spanish Franchising System: the Moderating Influence of Internationalization

Victoria Bordonaba-Juste (), Laura Lucia-Palacios and Yolanda Polo-Redondo
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Victoria Bordonaba-Juste: University of Zaragoza
Laura Lucia-Palacios: University of Zaragoza
Yolanda Polo-Redondo: University of Zaragoza

A chapter in European Retail Research, 2009, pp 1-21 from Springer

Abstract: Abstract Drawing on the resource-based view of the firm, this article empirically analyzes the effects of intangible resources on firm performance, using 84 franchise systems operating in the catering sector. Based on indicators used in earlier studies in franchising, we use several proxies for the franchisor’s intangible brand name and knowledge assets. We show that franchisors’ intangible resources are related to obtaining a higher performance as well as gaining competitive advantages. In addition, we combine this theory and international franchise research to examine the moderating influence of internationalization on franchise performance. Our results suggest that the largest and most internationalized franchise networks will provide services with brand name recognition that improves their performance. However, the age of the franchise chain can be unfavourable in firms, due to a high level of internationalization as a result of standardized policies, systems of learning and limits in adapting mature firms to new foreign market procedures.

Keywords: Intangible resources; Internationalization; Franchising (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-6344-4_1

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DOI: 10.1007/978-3-8349-6344-4_1

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