Convert to Compete: Competitive Advantage through Conversion Franchising
研究了转换加盟（招募独立经营者或竞争对手加盟商）如何成为竞争优势来源，通过对72家北美加盟商的实证分析，发现经验、经济资源和技能知识是推动使用转换加盟的关键因素。
This paper offers an in–depth treatment of conversion franchising, where new franchisees are added to a franchised system by recruiting existing independent entrepreneurs or competitors’ franchisees. The first part of the paper examines conversion franchising as a source of competitive advantage. This discussion leads to the articulation of four propositions. The second part of the paper looks at the empirical results of our study of 72 North American franchisors. Seventy–two percent of these firms use conversion franchising in their domestic markets, and 26 percent use conversions in international locales. The propositions relating to a franchisor's decision to use conversions based on increased levels of experience, economic resources, and to a lesser extent skills/knowledge, all were supported. These results lend support to the literature indicating that resources and skills serve as sources of competitive advantage. Implications for research and practice are discussed.