What to expect after the honeymoon: testing a lifecycle theory of franchise relationships

M. Blut, C. Backhaus, T. Heussler, D. M. Woisetschlager, H. Evanschitzky, D. Ahlert

Research output: Contribution to journalArticle

46 Citations (Scopus)

Abstract

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.

LanguageEnglish
Pages306-319
Number of pages14
JournalJournal of Retailing
Volume87
Issue number3
DOIs
Publication statusPublished - Sep 2011

Fingerprint

Franchise
Testing
Life cycle theory
Life cycle
Franchisee
Franchising
Franchisor
Opportunistic behavior
Interorganizational relationships
Stabilization

Keywords

  • lifecycle theory
  • franchise relationships
  • multivariate analysis of variance
  • system
  • buyer-seller relationships
  • performance
  • u-curve theory
  • dependence
  • interorganizational relationships
  • model
  • cooperative inteorganizational relationships
  • organizations
  • franchising
  • honeymoon

Cite this

Blut, M., Backhaus, C., Heussler, T., Woisetschlager, D. M., Evanschitzky, H., & Ahlert, D. (2011). 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
Blut, M. ; Backhaus, C. ; Heussler, T. ; Woisetschlager, D. M. ; Evanschitzky, H. ; Ahlert, D. / What to expect after the honeymoon : testing a lifecycle theory of franchise relationships. In: Journal of Retailing. 2011 ; Vol. 87, No. 3. pp. 306-319.
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Blut, M, Backhaus, C, Heussler, T, Woisetschlager, DM, Evanschitzky, H & Ahlert, D 2011, 'What to expect after the honeymoon: testing a lifecycle theory of franchise relationships' Journal of Retailing, vol. 87, no. 3, pp. 306-319. https://doi.org/10.1016/j.jretai.2010.06.003

What to expect after the honeymoon : testing a lifecycle theory of franchise relationships. / Blut, M.; Backhaus, C.; Heussler, T.; Woisetschlager, D. M.; Evanschitzky, H.; Ahlert, D.

In: Journal of Retailing, Vol. 87, No. 3, 09.2011, p. 306-319.

Research output: Contribution to journalArticle

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Blut M, Backhaus C, Heussler T, Woisetschlager DM, Evanschitzky H, Ahlert D. What to expect after the honeymoon: testing a lifecycle theory of franchise relationships. Journal of Retailing. 2011 Sep;87(3):306-319. https://doi.org/10.1016/j.jretai.2010.06.003