The choice of master international franchising – A modified transaction cost model
Abstract
This study develops and tests a novel transaction cost model of master international franchising. Based on data from international franchise firms headquartered in six countries, we show that master international franchising is the franchisor’s preferred governance mode under the following conditions: large bilateral franchisor’s and franchisees’ transaction-specific investments, high institutional uncertainty and high behavioral uncertainty....
Paper Details
Title
The choice of master international franchising – A modified transaction cost model
Published Date
Apr 1, 2022
Volume
31
Issue
2
Pages
101942 - 101942
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