A Relationship Study in Environmental Uncertainty, Entrepreneurial Strategy, and Financial Performance of the Restaurant Franchisors from the Franchisees' Perspectives

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doi:10.17949/jneac.1.19.200906.025

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A Relationship Study in Environmental Uncertainty, Entrepreneurial Strategy, and Financial Performance of the Restaurant Franchisors from the Franchisees' Perspectives

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restaurant franchisor restaurant franchisees environmental uncertainty entrepreneurial strategy financial performance 레스토랑 가맹본사 레스토랑 가맹점 환경적 불확실성 창업전략 재무 실적

주제분류학제간연구

초록

레스토랑 가맹 사업은 가맹본사와 가맹점간의 상호 의존적이며 공생관계에 있는 조직구조이다. 본 연구는 레스토랑 프랜차이즈 분야에서 가맹 본사의 환경적 불확실성과 창업전략, 그리고 재무 결과에 대한 상호 관계를 가맹점의 입장에서 연구 되었다. 본 연구는 이러한 레스토랑 프랜차이즈 조직을 이용하여, 레스토랑 가맹점의 시각에서 가맹본사가 재무적 성장을 위해 환경적 불확실성과 이를 통한 창업 전략을 구사하고 있는지에 대한 분석을 하였다. 외식 가맹점 입장에서 본 가맹 본사의 환경적 불확실성의 측정 요인은 유동성과 저항성, 기술성이고, 창업전략의 측정 요인으로 행동사전성, 혁신성, 모험성, 공격성, 자치성과 같은 측정 도구를 이용했으며, 재무성과의 특성인 판매성장, 자산 성장, 순이익 성장, 시장점유율성장, 포괄적 성공성향을 측정도구로 사용하였다. 다중회기 분석을 이용하여 외식 가맹점 입장에서 본 가맹 본사의 환경적 불확실성, 창업전략과 재무성과의 관계를 측정하였다. 일반적으로 환경적 불확실성은 창업전략에 상당한 영향을 주고 이는 높은 재무 결과로 이어지는 것으로 인식되어 왔다. 그러나 분석결과 일반적 이론과 다소 다른 결과가 도출 되었다. 외식 가맹점의 시각에서 가맹본사의 환경적 불확실성은 창업전략에 전혀 영향을 주고 있지 않으나, 창업 전략은 재무결과에 상당한 영향 관계에 있음을 확인 하였다. 또한 외식 가맹점들은 가맹 본사의 환경적 불확실성이 높을수록 재무적인 성공에 상당히 부정적인 영향을 주고 있다고 지각하고 있었다.

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