프랜차이즈 이론: 이론의 진화와 외식 프랜차이즈에 대한 적용

The objective of the study was to examine the evolution of various theoretical approaches on franchise systems and their application to the restaurant franchise in order to determine how different theories about the firm have significant effects on the franchise system. Another objective was to determine whether the franchise system has emerged from the firm organization or market organization. The theories on economics, organization, marketing, and organizational behavior were analyzed in conjunction with the franchise. The included a theory of the firm,transaction cost analysis (TCA), new transaction cost economics, ownership redirection, capital resources, signaling theory and others. The theories were divided into neoclassic, current, and emerging theories. It is important to state that the transaction cost analysis theory has played a fundamental role in franchise related theory. Its evolution has triggered emerging, extending, and applying its theory to the franchise system. The TCA and TCE theories have shown that the franchise system has emerged from the firm organization and asserted that the system has to focus more strongly on franchisor and franchise relations to prevent opportunistic behavior. In addition, the franchise product life cycle and marketing strategy has shown that the franchise system has been part of market organization as a place (channel of distribution), which is a part of one of the four Ps. The results imply that a firm which adopts the appropriate theory to fit its organization will create better organizational form and will ultimately maximize the firm’s performance and value.