KOREASCHOLAR

FRANCHISEE’S IDEA SHARING WITHIN FRANCHISE SYSTEM: EXPLAINING DIFFERENCES IN SERVICE INDUSTRIES

Mehdi Ghahremani, Tony C. Garrett
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422708
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.675-676
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Based on expectancy theory, this study examines the extent to which franchisees share innovative ideas within the franchise system as a function of their expectation that the ideas are adopted (success expectancy), and their belief that such effort benefits their own personal interests (valence) under different service industries. In addition, satisfaction is considered as an additional motivator that may promote the sharing of ideas. We argue how can the decision maker (franchisor) be aware and take advantage of unknown innovative ideas the franchisees may have.

Keyword
Expectancy TheoryContractsFranchisingIncentiveOpen Innovation
Author
  • Mehdi Ghahremani(Korea University, Republic of Korea)
  • Tony C. Garrett(Korea University, Republic of Korea)