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Turning aligned interests into higher chain performance in franchising

Stephen K. Kim (Department of Marketing, Iowa State University, Ames, Iowa, USA)
Pushpinder Gill (Department of Marketing and Entrepreneurship, The University of Tennessee at Chattanooga, Chattanooga, Tennessee, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 2 December 2022

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Abstract

Purpose

This study aims to study research on franchise chain performance that has focused on franchisors’ efforts to align their interests with those of franchisees to address partner uncertainty. In contrast, the question of what a franchisor should do to address another type of uncertainty and task uncertainty remains understudied. The authors suggest a franchisor’s coordination as a key means of alleviating task uncertainty and ongoing support and plural form as two mechanisms of coordination. The authors also posit that aligned interests between the franchisor and the franchisee improve, whereas one-sided interest impedes, chain performance. Furthermore, providing greater ongoing support or deploying plural form amplifies the positive effect of aligned interests on chain performance.

Design/methodology/approach

The authors relied on secondary data to test the hypotheses. The authors collected data for analysis from Bond’s franchisee guide and Nation’s Restaurant News restaurant database. They also tested the framework by analyzing 17-year, panel data of 71 restaurant chains operating in the USA and Canada using system generalized method of moments.

Findings

Results show that aligning interests does improve chain performance, but that the positive effect is amplified when aligned interests are matched with a chain’s provision of ongoing support or use of plural form.

Originality/value

The authors explicate why it is not enough to address the misaligned interests or lack of coordination alone; a chain manager needs to address both of these problems together. In addition, the authors explicate how two franchisee coordination mechanisms – ongoing support and plural form – help a chain augment the beneficial effect of aligning interests on chain performance. Without solving the twin problems of misaligned interests and coordination simultaneously, a chain is unlikely to achieve its full performance potential.

Keywords

Citation

Kim, S.K. and Gill, P. (2022), "Turning aligned interests into higher chain performance in franchising", Journal of Business & Industrial Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JBIM-05-2022-0200

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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