Growth, Uniformity, Local Responsiveness, and System-Wide Adaptation in Multiunit Franchising

Jacques Boulay (1) , Barbara Caemmerer (1) , Heiner Evanschitzky , Krista Duniach (2)

1 ESSCA Research Lab
2 MRM - Montpellier Research in Management

Using the resource-based view framework, we investigate the link between multiunit franchising (MUF) and performance on four key challenges in franchise chain management: growth, uniformity, local responsiveness, and system-wide adaptation. Our findings support the assertion that system growth is positively related to MUF rate within a system, in particular in relation to geographic expansion. Interestingly, while uniformity does not seem to be related to MUF rate, we find marginal support for an inverted u-shaped relationship between system-wide adaptation and MUF rate. Furthermore, the data suggest that local responsiveness and MUF rate are related in a u-shaped function.

Domaines: Économie et finance quantitative [q-fin]

Jacques Boulay, Barbara Caemmerer, Heiner Evanschitzky, Krista Duniach. Growth, Uniformity, Local Responsiveness, and System-Wide Adaptation in Multiunit Franchising. Journal of Small Business Management, 2016, 54 (4), pp.1193-1205. ⟨10.1111/jsbm.12239⟩. ⟨hal-02011850⟩