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- W2022286225 abstract "Franchising is an important trend in business contracting, and it plays a special role in the food sector. The function of franchising as a governance structure of the transactions between franchisor and franchisee (forward coordination) is well known. This paper, in contrast, investigates the backward coordination brought about by food franchising. The main hypothesis is that the choice of governance structure depends on the quality strategy adopted by franchisors. This occurs because, under certain conditions, quality strategies imply higher asset specificity or greater uncertainty. As a consequence, quality strategies may lead companies to adopt hybrid forms (or even vertical integration) rather than spot markets. In order to test this hypothesis, this paper presents a discrete structural analysis of six cases of franchising in the Brazilian market, specifically four coffee shop chains and two fast-food chains. The main TCE predictions are confirmed: higher asset specificity and greater uncertainty are associated with governance structures that provide more control. Some of the results, however, are better explained by historical aspects (path dependence)." @default.
- W2022286225 created "2016-06-24" @default.
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- W2022286225 date "2003-06-01" @default.
- W2022286225 modified "2023-09-27" @default.
- W2022286225 title "Food Franchising and Backward Coordination: An Empirical Analysis of Brazilian Firms" @default.
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- W2022286225 doi "https://doi.org/10.3920/jcns2003.x028" @default.
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