Research Output

What to Expect After the Honeymoon: Testing a Lifecycle Theory of Franchise Relationships

  This research examines the evolution of interorganizational relationships in a franchising context. Using U-curve theory, we develop three hypotheses and contrast them with traditional lifecycle theory. Three groups of constructs are affected by lifecycle: cooperation variables, dependence variables, and relationship variables. Four distinct stages emerge, with highest levels of variables in the honeymoon stage, lower levels in routine and crossroad stages, and increasing levels in the stabilization stage. Franchisors should strive for “stability on high levels” before operational realities influence the franchisees. Franchisees’ intermediate lifecycle phases are most critical for the system, since opportunistic behavior and switching are most likely.

  • Type:

    Article

  • Date:

    15 September 2010

  • Publication Status:

    Published

  • DOI:

    10.1016/j.jretai.2010.06.003

  • ISSN:

    0022-4359

  • Funders:

    Historic Funder (pre-Worktribe)

Citation

Blut, M., Backhaus, C., Heussler, T., Woisetschläger, D. M., Evanschitzky, H., & Ahlert, D. (2020). What to Expect After the Honeymoon: Testing a Lifecycle Theory of Franchise Relationships. Journal of Retailing, 87(3), 306-319. https://doi.org/10.1016/j.jretai.2010.06.003

Authors

Keywords

Franchising, U-curve theory, Lifecycle theory, Interorganizational relationships, Multivariate analysis of variance

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