The ‘visible hand’ behind cooperation in franchising: A model of franchisor practices that influence cooperation within social networks

YAKIMOVA, Raisa, OWENS, Martin and FREEMAN, Susan (2021). The ‘visible hand’ behind cooperation in franchising: A model of franchisor practices that influence cooperation within social networks. Industrial Marketing Management, 94, 66-89.

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Link to published version:: https://doi.org/10.1016/j.indmarman.2021.02.006
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    Abstract

    Although scholars recognise that social networks within marketing channels can enhance cooperation (the implementation of joint goals), research provides a deficient understanding of how suppliers can efficiently manage them. Our study investigates the ‘visible hand’ behind franchising cooperation by asking: How do franchisors build cooperation within franchise systems? Using multiple case study research on retail franchises recognised for high-quality cooperation, our study builds a model of how franchisor practices maintain and increase cohesive ties that foster cooperation within the franchising community; a type of social network nested within the franchise system. This model is underpinned by social capital theory, self-categorisation theory, and the constructs relational norms and behaviour from research on marketing channels. Our study provides insight into the key organisational, social network, and individual agency drivers of cooperation within branding marketing channels. This provides an understanding of: 1) how centralised organisational practices interact with individual agency to maintain efficient cooperation, and 2) heterarchical processes to improve cooperation efficiency.

    Item Type: Article
    Uncontrolled Keywords: Marketing; 1503 Business and Management; 1505 Marketing
    Identification Number: https://doi.org/10.1016/j.indmarman.2021.02.006
    Page Range: 66-89
    SWORD Depositor: Symplectic Elements
    Depositing User: Symplectic Elements
    Date Deposited: 24 Feb 2021 16:05
    Last Modified: 22 Mar 2021 11:30
    URI: http://shura.shu.ac.uk/id/eprint/28215

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