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What to expect after the honeymoon : testing a lifecycle theory of franchise relationships

Blut, M. and Backhaus, C. and Heussler, T. and Woisetschlager, D. M. and Evanschitzky, H. and Ahlert, D. (2011) What to expect after the honeymoon : testing a lifecycle theory of franchise relationships. Journal of Retailing, 87 (3). pp. 306-319. ISSN 0022-4359

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Abstract

This research examines the evolution of interorganizational relationships in a franchising context. Using U-curve theory, we develop three hypotheses and contrast them with traditional lifecycle theory. Three groups of constructs are affected by lifecycle: cooperation variables, dependence variables, and relationship variables. Four distinct stages emerge, with highest levels of variables in the honeymoon stage, lower levels in routine and crossroad stages, and increasing levels in the stabilization stage. Franchisors should strive for “stability on high levels” before operational realities influence the franchisees. Franchisees’ intermediate lifecycle phases are most critical for the system, since opportunistic behavior and switching are most likely.

Item type: Article
ID code: 41770
Keywords: lifecycle theory, franchise relationships, multivariate analysis of variance, system, buyer-seller relationships, performance, u-curve theory, dependence, interorganizational relationships, model, cooperative inteorganizational relationships, organizations, franchising, honeymoon, Marketing. Distribution of products, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Pure Administrator
Date Deposited: 26 Oct 2012 15:59
Last modified: 27 Mar 2014 10:36
URI: http://strathprints.strath.ac.uk/id/eprint/41770

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