프랜차이즈 가맹점 경영성과의 결정요인：자원기반관점을 중심으로

This study investigates the performance of franchise chains through the focus of the resource－based view theory. First, according to the resource－based view, this study expect that franchisor’s the intangible resources and franchisee’s the intangible resources impact positively with performance of the franchise chains. Franchisor’s intangible resources refer to specific system know－how and brand name. Franchisees intangible resources refer to can be divided in exploration and exploitation capabilities. Second, the contract terms improves the performance of the franchise chains. The results is summarized as follows：The specific system know－how and brand name of the franchisor’s are positive and significantly associated with increased performance. Also the exploration and exploitation capabilities of the franchisees are positive and significant, providing support for hypothesis. This study is the first one that tests a resource－based view and contract terms model of performance in franchise chains. This study has important implications for the franchisor’s and managers. The results indicate that the intangible resources of the franchisor are very important performance drivers in franchise chains. Therefore the franchisor has to invest in the development of the specific system know－how and the brand name in order to create competitive advantage of the franchise system. The local market know－how of the franchisees is very important for the success of the franchise system.