Expansion Through Multiple Unit Franchising
从特许人视角，通过访谈23家澳大利亚特许人，探讨多单位特许经营安排的战略原因，发现其有助于降低代理成本、维护品牌统一性并提升绩效，对特许经营理论与实践有参考价值。
In this article we explore strategic reasons justifying the recent emergence of multiple unit franchising arrangements within Australia from the perspective of the franchisor. Extending resource constraints, efficiency and agency rationales explaining organizational choice, the present study suggests that franchisors encourage franchisee subsystem development as it affords strategic, operational and performance advantages. Dimensions including agency cost minimization, system-wide uniformity, franchise system brand value, reward strategies, and subsystem unit (geographical) proximity and intra-system competition, were found to be important. Less important elements included ownership redirection, system adaptability, local market innovation and franchisee opportunism motives. Given the exploratory nature of this research, in-depth interviews with 23 franchisors were used to collect data.The preliminary research evidence has important implications for franchising theorists and practitioners and, in addition, provides a platform on which future research can be developed to further understand multiple unit franchising arrangements.