• 한국산학기술학회논문지
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• 제9권2호
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• pp.523-528
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• 2008

최근 프랜차이징(Franchising)은 소매업에 있어 대규모화 할 수 있는 사업 분야의 하나이다. 프랜차이즈 사업은 외식업을 시작으로 숙박업, 부동산업, 교육사업 등 다양한 분야로 확산되고 있다. 프랜차이징 산업에 있어 고객관리는 매우 중요한 이슈이며, 프랜차이즈 기업들은 CRM시스템을 적극적으로 도입하고 있다. 따라서 본 연구에서는 프랜차이즈 기업의 고객관리를 위한 CRM구축의도에 대한 분석을 하였다. 프랜차이즈 사업의 관리를 위한 정보시스템을 프랜차이징정보시스템(Franchising Information Systems, FIS)으로 정의하고, FIS의 기술수준, 교육수준, 활용전략이 FIS의 활용능력에 영향을 미치는 것과 FIS의 활용능력은 CRM구축의도에 영향을 미치는 것에 대해 연구하였다. 연구결과 FIS활용전략은 FIS활용능력에 영향을 미친다고 할 수 없으며 FIS기술수준, FIS교육수준은 FIS활용능력에 영향을 미치며, FIS활용능력은 CRM구축의도에 영향을 미친다는 결론을 도출하였다.

• 무역상무연구
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• 제51권
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• pp.465-495
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• 2011

Domestic franchised businesses have been showing relatively fast growth, but the growth is expected to slow down as in those developed countries. In face of this changing market environment, domestic franchisers will have to turn their eyes abroad to achieve sustainable growth. On the other hand, more international franchisors could pursue expanding into the Korean market due to economic or strategic reasons in their home countries. In general, enterprises are faced with several barriers when entering foreign markets by franchising their operation. Issues relating to such entry barriers can be broadly classified into legal and managerial. To begin, international franchising necessitates enterprises to handle various aspects of legal issues. There are no internationally unified rules for franchise agreements as in international goods purchase contracts. This forces franchisors to have deep knowledge of concerned regulations and practices of each of the individual target countries, in particular franchising practices which differ from those of their own countries in terms of rights and obligations of the involved parties. Having regard to this situation, this study reviewed the EU's PEL CAFDC and other domestic and overseas regulations governing franchising. From the results, several contractual obligations were derived that need to be taken into account when handling the issues around the international franchise agreement. In closing this paper mainly having in mind enterprises in various business lines seeking to expand into international franchising, some unmet needs are worth commenting. First, there is an urgent need to establish practical guidelines along with the model agreement addressing the issues of international franchising in the absence of any unified international rules. Second, to meet the first need above, it is needed that the relevant authorities conduct a comprehensive review of the existing franchising regulations available across overseas countries and, based on the results, embark on gathering good common elements in the existing franchising regulations in individual countries, ultimately developing the best possible guidelines and examples.

• 마케팅과학연구
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• 제18권4호
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• pp.61-118
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• 2008

본 연구는 국내외 프랜차이즈의 해외진출에 대한 연구들을 바탕으로 국제프랜차이징연구의 전체적인 연구체계를 세워보고, 연구체계를 형성하고 있는 연구요인들을 확인하여 각 연구요소별로 이루어지는 연구주제와 내용을 살펴보고, 앞으로의 연구주제들을 제안하고자 한다. 주요한 연구요소들은 국제프랜차이징의 동기 및 환경 요소과 진출의사결정, 국제프랜차이징의 진입양식 및 발전전략, 국제프랜차이징의 운영전략 및 국제프랜차이징의 성과이다. 이외에도 국제프랜차이징 연구에 적용할 수 있는 대리인이론, 자원기반이론, 거래비용이론, 조직학습이론 및 해외진출이론들을 설명하였다. 또한 국제프랜차이징연구에서 보다 중점적으로 개발해야 할 질적, 양적 방법론을 소개하였으며, 마지막으로 국내연구의 동향을 정리하여 추후의 연구방향을 종합적으로 정리하였다.

• 한국프랜차이즈경영연구
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• 제13권4호
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• pp.39-48
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• 2022

Purpose: COVID-19 has negatively influenced the financial performance of restaurant firms. Previous literature suggests that the franchising strategy effectively helps restaurant firms recover from difficult business conditions through various methods for expanding business size and enhancing business efficiency. According to risk-sharing theory, restaurant franchisors may minimize operational risks by sharing the risks with their franchisees. For instance, restaurant franchisors could generate more stable cash flow using franchise fees from their franchisees. However, research on the effect of franchise's risk reduction factor on business performance during pandemic is scarce. Thus, this study aims to examine the positive moderating effect of franchising between COVID-19 and restaurants' financial performance. Research design, data, and methodology: Panel data including financial information and franchising status of restaurant firms were collected for analysis. In order to control for unobserved firm-specific factors, generalized least squared estimation in fixed effects model was conducted. Huber-White robust standard errors were used to deal with heteroscedasticity issues. Results: It was found that COVID-19 pandemic has a negative effect on the restaurants' financial performance such as ROA (return on assets), ROE (return on equity), and PM (profit margins), which confirms the findings from existing literature. More importantly, results show that the degree of franchising has a positive moderating effect on the relationship between COVID-19 and financial performance of restaurant firms. This suggests that more active engagement in franchising may decrease negative impacts of COVID-19 on the restaurants' financial performance. Conclusions: The study supports existing literature related to risk-sharing theory, by confirming that pandemics, such as COVID-19, negatively affect financial performance of the restaurants. Furthermore, it was found that franchising strategy can help lessen negative impacts of pandemics on the firm performance. These findings can contribute to the franchise and restaurant management literature by suggesting the role of franchising in reducing business risks, thereby positively affecting financial performance. Moreover, this study offers business managers of franchisors and franchisees insights for utilizing franchising in restaurant risk management. Policymakers may also gain information on aiding restaurant firms during global crisis, such as COVID-19.

• 무역상무연구
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• 제67권
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• pp.49-68
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• 2015

In recent years in China, corresponding to a shift in consumption pattern from household basics to greater expenditure on quality of life, new franchising opportunities arise. Although the franchising prospect in China is promising, Korean companies aiming at franchising into China need to be aware of the legal framework for commercial franchise in China as this will have direct impact on their business expansion. Where franchising activities involve trade mark licence, Chinese Franchise Regulations require such trade mark licence agreement to be regulated in accordance with the relevant provisions of the Chinese Trademark Law. Furthermore where one party fails to perform his obligation and it impacts purpose of the contract seriously, the other party could avoid the contract in accordance with the relevant provisions of the Chinese Contract Law. To launch franchising business successfully in China, Korean companies do market research sufficiently before they may commence franchise business. Korean franchisor must register with local authorities in China by own name, and make Chinese partner take charge of management of the distribution network and invitation of franchisee partners.

• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.99-107
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• 2022

Franchising is one of the most interesting areas of management research, attracting researchers and practitioners from all over the world. Many factors that drive franchising intention have been identified by previous researchers. They also demonstrated that there are numerous research gaps in this subject that must be filled. The primary goal of this study is to identify and test new factors of franchising intent. Finally, to clarify the role of these components, this study used the Motivation - Opportunity - Ability paradigm. To test the hypothesis, SmartPLS software was used to evaluate a total of 252 valid questionnaires collected from small and medium businesses in Hanoi, Vietnam. The findings revealed that franchisee motivation, franchisor support, and asset specificity have a positive impact on franchising intention. In whatever case, the opportunity has the greatest impact on participation intentions. In terms of the impact level on SMEs' intentions in the franchise system, ability comes in second. Furthermore, the moderating influence of franchisee asset specialization in the relationship between opportunity and franchising intention is confirmed by this study. This study examines the theoretical and practical contributions, as well as their limitations, and suggests some future research on the subject.

• 한국프랜차이즈경영연구
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• 제2권1호
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• pp.74-99
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• 2011

2000년대 외환위기 이후 프랜차이즈 창업에 대한 관심증가로 프랜차이즈 산업은 매년 급성장을 거듭해 오고 있으며, 당분간 프랜차이즈 산업의 성장은 지속될 것으로 예상되고 있다. 그러나 국내 프랜차이즈는 외형적으로는 성장을 지속하고 있으나 그동안 몇몇 소수의 업종 중심으로 가맹본부 및 가맹점 진출이 집중되어 신규가맹점 확보에 그 한계를 드러내고 있다. 이에 포화상태에 접어든 업종 내에서는 신규가맹점 진출보다는 기존 가맹점 유지를 통해 매출증가 유도 및 동종업종 점포를 흡수하는 방향으로 전략을 수정하고 있다. 이미 '업종변경'이라는 방식의 가맹점 출점 전략이 사용되고 있음에도 불구하고 지금까지 기운영점포를 가맹점으로 흡수하는 방식인 컨버전 프랜차이징을 활성화 하는 방안이 제시되고 있지 않다. 따라서 본 연구에서는 동네 슈퍼마켓의 나들가게로 컨버전한 사례를 중심으로 컨버전 프랜차이징 전개 방식 및 전개 후 결과에 대해 연구하고자 한다. 본 연구의 사례분석 결과, 컨버전 프랜차이징 후 매출, 내점 고객 수, 점포 이미지 등이 증가하였으며, 점주/소비자의 만족도 또한 컨버전 전에 비해 증가한 것으로 나타나고 있다. 이는 컨버전 프랜차이징이 기업과 점주/소비자 모두에게 긍정적인 전략임을 의미한다고 할 수 있다. 그러나 나들가게의 경우, 정부의 정책 하에 진행된 사례임으로 프랜차이즈 기업에 나들가게 전개 방식을 적용하기에는 한계가 있으나, 이미 프랜차이즈 산업 내에서 전개되고 있는 전략임을 볼 때, 나들가게 사례를 통한 컨버전 프랜차이징 전략모델에 대해 연구할 필요성을 제기한다.