In search of corporate governance in franchising

IF 0.7

Journal of Marketing Channels Pub Date : 2020-05-13 DOI:10.1080/1046669X.2020.1763536

Christopher von Koch, Martin Ludvigsson-Wallette, O. Nilsson

引用次数: 3

Abstract

Abstract A firm’s governance structure and business model might explain the firm’s failure or success. Franchising is a business model that has not received much attention within the corporate governance (CG) literature even though it obviously brings several unique CG challenges. Therefore, we review articles at the interface of CG and franchising. We identify and thematize the literature in four focus areas, each with a different relationship to CG: 1) traditional CG, 2) governance challenges unique to franchising, 3) governance modes, and 4) contracts. We find that the literature largely ignores the traditional view of CG when examining many aspects of franchising. We also find that the franchising literature covers governance topics when discussing governance modes, which provides a basis for developing CG theories. Altogether, our findings open a promising avenue for future research that incorporates CG into studies of franchising.

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特许经营中的公司治理探索

摘要企业的治理结构和商业模式可以解释企业的失败或成功。特许经营是一种在公司治理（CG）文献中没有得到太多关注的商业模式，尽管它显然带来了一些独特的CG挑战。因此，我们回顾CG和特许经营界面的文章。我们确定并主题化了四个重点领域的文献，每个领域都与CG有不同的关系：1）传统CG，2）特许经营特有的治理挑战，3）治理模式，以及4）合同。我们发现，在考察特许经营的许多方面时，文献在很大程度上忽略了传统的CG观。我们还发现，在讨论治理模式时，特许经营文献涵盖了治理主题，这为CG理论的发展提供了基础。总之，我们的发现为未来将CG纳入特许经营研究开辟了一条有希望的途径。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.