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핵심어 |
Resources-based view, Food franchise, Intangible resources, Tangible resources, Regression Analysis |
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초록 |
Franchise has become one of important business types for individuals who do not have either enough business knowledge or high brand awareness because of its innovative feature to obtain the market competitiveness with convenience in a short period of time. This phenomenon can be explained by the resources-based view, which claims that the franchiser can transfer its sustainable competitive advantage to the franchisee by sharing tangible and intangible resources. However, as previous research seems still insufficient to identify the mutual relationship in the food service industry, more studies need to be conducted about how franchisers’ tangible and intangible resources influence on franchisee’s performance based on the resources-based view.
Based on public information data obtained from the food franchise business, we investigated how intangible resources and tangible resources influence on non financial performances and ultimately on financial performances. As a result, we found that advertising expenditure, education expenditure and the number of franchisees have an impact on the financial performance while they have a partial impact on the non-financial performance. This study has contributed to find relationships between franchiser and franchisee by using recent secondary data to analyze financial and non-financial franchise performances based on the resources-based view. |
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