프랜차이즈 가맹본부의 시장 지향성과 브랜드 지향성이 전략적 유연성과 기업성과에 미치는 영향

The franchise industry has continued to grow quantitatively based on the franchise headquarters' brand awareness and marketing strategies, and has been the preferred target in that small business owners. Through this study, it is meaningful in that it empirically analyzed that efforts to provide value based on customer-oriented customer information collection and analysis and efforts to secure and differentiate competitive advantage over competitors are a prerequisite for strategic flexibility. It also empirically analyzed that the marketing and advertising strategies pursued by the franchise headquarters have a positive effect on the sales, operating profit, and smooth cash flow of the franchise headquarters as well as on the expansion of the franchise. Regarding non-financial performance, the strategic flexibility of the franchise headquarters is meaningful in that it has empirically verified that it positively acts on the franchise's brand awareness and industry reputation. This study attempted to empirically verify how market orientation and brand orientation of domestic franchise headquarters affect strategic flexibility and corporate performance. A questionnaire was organized based on previous studies on market orientation, brand orientation, strategic flexibility, and corporate performance. The survey for this empirical research was conducted on executives and employees of the franchise headquarters. Between January 17 and January 29, 2022, a total of 200 questionnaires were distributed to executives and employees of the franchise headquarters located in Seoul and Gyeonggi-do, and 175 copies were collected, showing an 87.5% response rate. Of these, the remaining 156 copies were used in the empirical analysis of this study, excluding 19 questionnaires that were insincere or missing information. It was intended to derive practical implications by analyzing how strategic flexibility of the franchise headquarters affects financial performance and non-financial performance of a company. The results of this study are as follows. First, it was confirmed that customer orientation and competitor orientation of sub-factors in market orientation had a significant effect on strategic flexibility of franchise headquarters. Second, it was confirmed that brand orientation of the franchise headquarters had a significant effect on strategic flexibility. Finally, it was confirmed that strategic flexibility of the franchise headquarters had a significant effect on both financial and non-financial performance of the company. Through this empirical research, it was confirmed that market orientation of the franchise headquarters based on analysis of customers and competitors is a prerequisite for strategic flexibility. In addition, through this study, it was confirmed that strategic flexibility of franchise headquarters is a leading factor that has an important influence on corporate performance. This study gives implications to prospective entrepreneurs considering franchise start-ups. If market orientation, brand orientation, and strategic flexibility pursued by the franchise headquarters are used as criteria for judging the competence of the franchise headquarters, the possibility of failure and loss of franchise start-ups can be reduced.