特许经营系统资源与绩效的知识解释

IF 0.7

Journal of Marketing Channels Pub Date : 2016-07-02 DOI:10.1080/1046669X.2016.1186470

H. Jeon, R. Dant, B. Baker

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引用次数: 16

摘要

知识基础观认为，组织所拥有的知识是其最重要的战略资源。尽管充分利用知识对特许经营系统的成功是多么重要，但KBV还没有指导许多特许经营研究。KBV最重要的原则是通过以知识为基础的资源来识别系统范围的资源。使用两个独立的辅助数据集，我们研究了系统资源的知识使用与系统性能之间的关系。实证结果表明，我们的假设得到了一致的支持。接下来的讨论集中在我们研究结果的含义上。

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A Knowledge-Based Explanation of Franchise System Resources and Performance

The knowledge-based view (KBV) holds that the knowledge that an organization possesses is its most important strategic resource. Despite how important the adequate use of knowledge is to franchise system success, the KBV has yet to guide many franchising studies. The most important principle of KBV is to recognize system-wide resources through the eyes of knowledge-based resources. Using two separate secondary data sets, we examine the relationships between the knowledgeable employment of system resources and system performance. Empirical results reveal consistent support for our hypotheses. The ensuing discussion focuses on the implications of our findings.

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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.