TY - JOUR
T1 - What to expect after the honeymoon
T2 - testing a life cycle theory of franchise relationships
AU - Blut, Markus
AU - Backhaus, Christof
AU - Heussler, Tobias
AU - Woisetschläger, David M.
AU - Evanschitzky, Heiner
AU - Ahlert, Dieter
PY - 2011/9
Y1 - 2011/9
N2 - 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.
AB - 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.
KW - franchising
KW - U-curve theory
KW - lifecycle theory
KW - interorganizational relationships
KW - multivariate analysis of variance
UR - http://www.scopus.com/inward/record.url?scp=80053385450&partnerID=8YFLogxK
U2 - 10.1016/j.jretai.2010.06.003
DO - 10.1016/j.jretai.2010.06.003
M3 - Article
SN - 0022-4359
VL - 87
SP - 306
EP - 319
JO - Journal of Retailing
JF - Journal of Retailing
IS - 3
ER -