1. Understanding Strategic Interactions in Franchise Relationships.
- Author
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Müller, Werner A., Bihn, Martina, Cliquet, Gérard, Tuunanen, Mika, Hendrikse, George, Windsperger, Josef, and Croonen, Evelien
- Abstract
This paper aims to grasp the complexity of how and why franchise partners as strategic alliance partners interact with each other given March's exploration/ exploitation trade-off (March 1991). A research model is presented that distinguishes five types of responses that partners may adopt in their relationships. The empirical part consists of a case study which focuses on two ‘strategic change Trajectories' (SCTs) in a franchise system in the Dutch drugstore industry. During these SCTs the franchisor tried to implement strategic changes in the franchise system. This paper discusses what responses franchisees adopted in a reaction to the introduction of these SCTs by the franchisor, what responses the franchisor adopted toward these franchisees in turn, and why both partners adopted these responses. The paper concludes with adding a new response type to the current response typology, with providing insight in why franchise partners adopt certain responses, and with discussing the implications of this study. [ABSTRACT FROM AUTHOR]
- Published
- 2007
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