외식 프랜차이즈 기업의 시장지향적 지식과 브랜드 지향성이 신상품 개발, 차별성, 신뢰 및 경영성과에 미치는 영향

In the high level of environment dynamism, many companies keep trying to launch new product and to secure the differentiation. In order to achieve this purpose, it is needed that company have to have customer oriented intelligence, and competitor oriented intelligence. Also, the business strategy for brand differentiation which hold a key post in the franchise operation, is required. In this study, authors proposed a theoretical model based on previous researches. For the purpose of verifying the model, a total of 304 questionnaires were collected from Oct. 4th 2007 to Oct. 26th. The empirical results of the Structure equitation model were as followed: Customer oriented intelligence influenced directly on new product development, differentiation, and trust; in addition, indirectly on differentiation, trust and performance; competitor oriented intelligence had positive influences on trust; new product development which was influenced by customer oriented intelligence had positive effects on differentiation, franchisees' trust, and performance; franchisees' trust was influenced by exogenous variables and new product development which directly affects on franchisees' performance.