국내진출 외식 프랜차이즈 기업의 실패 분석- 상보성 이론 및 총체적 상호일치관점을 중심으로 -

The purpose of this study is to analyze the failure of the food service franchise business in Korea based on the resource-based complementarity theory and co-alignment view of strategy. This study was processed through the depth interview in the qualitative research. We drew six conclusions which are the business decision making process, target market setting, brand positioning, type of decision making, problems of decision making and legal troubles. This study suggests 7 things as follows. They are the possibility of future development, exact target market setting, preservation of brand identity business decision making process, maintainability of brand identity, reasonable decision process method, good communication, compliance of contract will, resource-based complementarity theory and strategy co-alignment. The meaning of this study is that the success strategy of other industry may not be applied to food service industry and there are limitations in study of performance measurement in food service. This study is going to contribute the importance of the complementarity theory and co-alignment by the theoretical suggestions to the businessmen who are in business and have a new restaurant plan in Korea.