“The price of peace is eternal vigilance” (Thomas Jefferson) is the theme of this paper presented to the August 2017 Jeju World Peace Academy Bultuk and what we can do to achieve this. Gölbekli Tepe (12,000BP) is the oldest megalithic construction being a creation of a Peace Island, established by pre-urban, pre-agricultural nomadic human groups seeking to establish the natural condition of the human species in all times and in all places: peace. The first glimmer of settled urban peace flourished with the peace island civilizations of the Mediterranean. So, people – even “a small group of thoughtful, committed people” (Mead) such as those at the Naval Base protests at Gangjeong village on Jeju Island – can establish their own “Peace Island” on dry land (Gölbekli Tepe) or at sea (ancient Cyprus and Crete). The contemporary “Peace Island” concept that grew out of the “veiled state violence” (McCall) of the 4.3.1948 Tragedy has led to Jeju being declared a “Peace Island”; this concept can be franchised anywhere in the world with symbols and emblems and by any group of “thoughtful, committed people” using the Haenyeo Bultuk consultation methodology.

사회적기업에 있어서 가장 중요한 점은 지속가능성의 문제이다. 자속가능성을 유지하기 위해서는 사회 적기업이 주력하고 있는 사업영역에서 경쟁력을 갖추어야 한다. 그러나 사회적기업의 특성상 사회적기업 의 경쟁력을 갖추기란 쉬운 일은 아니다. 국내의 성공적인 사회적기업들에서 창출하는 일자리와 사회적 취약계층에 대한 사회서비스의 증가는 사회적 변화를 가져오고 있다. 고용창출과 사회서비스를 확대하기 위한 방법 중의 하나가 사회적 프랜차이징이다. 이미 선진국에서 사회적기업이 사회적 프랜차이징을 통하여 취약계층의 고용과 사회서비스의 확산이 가시적인 효과를 보이고 있는 실정이지만, 개발도상국을 대상으로 사회적 프랜차이징을 통해 이 루어지는 사회서비스에 대한 사용자 만족도에 관해 이루어진 소수 실증적 연구를 제외하고는 사회적 프 랜차이징을 통하여 객관적으로 보여줄 수 있는 사회적 가치창출에 대한 효과를 분석한 연구는 거의 찾아 보기 힘든 실정이다. 한국 사회에서 사회적 프랜차이징을 통하여 보다 양적이고 질적인 고용창출과 보다 많은 취약계층에 대한 사회서비스의 확대를 뒷받침할 수 있는 실무적이고 정책적인 관점에서 시사점을 줄 수 있는 사회적 프랜차이징의 사회적 가치창출의 효과에 대한 논리적인 체계화를 시도하고자 하는데 본 연구의 목적을 두었다.

Purpose This study, for the first time attempts to investigate the determinants of the Korean foodservice franchising employing various theories. In addition this study attempts to consider distinguishable foodservice characteristics such as the segment of foodservice and the market demand. This study expects to contribute to the theoretical underpinnings of the foodservice franchising by incorporating distinguishable foodservice characteristics to franchising theories. Method The sample for this study came from uniform franchise offering circular based on Korea Fair Trade Commission. There were 1,598 food service franchisors in uniform franchise offering circular 2009-2011 listing. However, 596 were excluded because of data irregularities remaining 1,002 available for sample. Based on the literature review, we choose seven determinants. The seven determinants were measured as follows. Firm age was measured as two proxy variables. One was measured as the years of franchising business. The other was measured as the years of business. Firm size was measured as total sales. Capital scarcity was measured as the ratio of total debt to total asset. Start-up costs were measured as initial investment. Monitoring costs were measured as the number of major cities franchised units operates. Royalty was measured as sales of a franchised unit. Finally, brand name was measured as advertising expenditures. Results The first proposition (firm age is related to the use of franchising) was supported by the signaling theory and the transaction costs theory instead of the resource scarcity theory. The age (measured as the years of franchising business) had a statistically significant positive relationship with the use of franchising. The second proposition (firm age is related to the use of franchising) was supported by the logic of the resource scarcity. The age (measured as the years of business) had a statistically significant negative relationship with the use of franchising. The third proposition (firm size is related to the use of franchising) was supported by the signaling theory instead of the resource scarcity theory. The firm size had a statistically significant positive relationship with the use of franchising. The fourth proposition (capital scarcity is related to the use of franchising) was not supported by the resource scarcity theory. The capital scarcity had not a statistically significant positive relationship with the use of franchising. The fifth proposition (start-up costs is related to the use of franchising) was not supported. The start-up costs had not a statistically significant either positive or negative relationship with the use of franchising. The sixth proposition (monitoring costs is related to the use of franchising) was supported by the agency theory. The monitoring costs had a statistically significant positive relationship with the use of franchising.. The seventh proposition (royalty is related to the use of franchising) was not supported by the agency theory. The royalty had not a statistically significant positive relationship with the use of franchising. The eighth proposition (brand name is related to the use of franchising) was not supported by the agency theory. Brand name had not a statistically significant negative relationship with the use of franchising. Conclusions Five propositions were found to be statistically significant from eight propositions. The four determinants such as firm age, firm size, monitoring costs, and brand name can affect the use of franchising for the foodservice industry in South Korea. Relating the significant propositions to the diverse theories, there was no one theory that dominated all propositions. The signaling theory was more appropriate for both firm age (the years of franchising business) and firm size while the transaction costs theory was more appropriate for age (the years of franchising business) as well. In addition, the resource scarcity theory was more appropriate for firm age (the years of business). Finally, the agency theory was appropriate for monitoring costs although this theory needed to be ameliorated for brand name.

Because domestic paint is distributed through an obsolescent and inefficiently operated distribution channel, consumers have declining awareness regarding the overall paint industry. Also, increasing environmental regulation and the lack of consumer knowledge are negatively affecting the industry, fundamentally because regular individual operators rather than manufacturers are responsible for paint distribution. To counter these problems and to provide better customer service, I suggest that paint distribution companies should consider using franchise systems to expand and modernize the distribution industry. In franchise systems, franchisees contract with the franchise headquarters for the rights to sell or distribute products or services. Franchise systems offer the advantages of specialization. Although headquarters and franchisees operate independently, franchise systems cause consumers to perceive the product or service as having one image. Under franchised paint distribution systems, expert franchise groups would determine price, delivery time, and stock quality, while non-expert groups could focus on store comforts, employee expertise regarding products, and brand perceptions. I undertake this study to determine whether stores under paint distribution franchise systems will see enhanced customer satisfaction and increased sales in comparison with non-franchised stores. I expect to find that franchise systems will bring standardization, make store management more efficient, and improve the performance of franchise stores. Specifically, 1) franchisors and franchisees are indeed autonomous, with independent profits and business focus; 2) although managers operate independently, consumers perceive homogeneity in the system, for positive effects on their buying behaviors; 3) by expanding regional sales, franchisors decrease regional uncertainties about product characteristics; 4) small business owners may face burdens in becoming franchisees, but they will have reduced business risks as a result of the support they get regarding training in brand, information, and technology.

This paper reviewed the relationship between boundary spanning behaviors and service quality, and the moderating effect of gender. Based on the responses from 204 employees in outdoor-food franchising system, hierarchical regression analysis showed that service delivery has positive relationships with all service quality factors, and external representation and internal influence have partly positive relationship with them. Gender appeared to have partly moderating effect on the relationship between only internal influence and service quality.

중국 프랜차이즈 산업은 급격히 성장하고 있으며, 한국 기업의 진출도 늘어나고 있다. 그러나, 중국 진출 희망기업들의 리스크는 여전히 상존하고 있으며, 실패율 또한 증가하고 있는 실정이다. 이는 중국 프랜차이즈 시스템내에서 성과 향상을 위한 체인본부와 가맹점주의 갈등 유발 및 만족 요인, 체인본부에 대한 가맹점주들의 만족과 신뢰 향상을 위한 체인본부의 비전과 영향요인 등에 대한 연구 부족에서 기인한다. 본 연구에서는 체인본부와 가맹점주 간의 성과 극대화를 위한 거래만족, 체인본부 비전과 선행요인간의 관계를 살펴보는데 목적이 있다. 본 연구 결과 첫째, 체인본부 비전에 영향을 미치는 체인본부통제수준, 가맹점 의무 인식정도, 가맹점주 노력은 모두 영향을 주는 것을 알 수 있었다. 둘째, 체인본부 만족에 영향을 미치는 체인본부 비전, 체인본부통제수준, 가맹점주 노력은 모두 통계적으로 유의한 것을 알 수 있었다. 마지막으로 체인본부 성과와 체인본부 거래 만족 간의 관계도 모두 유의한 것을 알 수 있었다. 따라서, 중국 내 프랜차이즈 시스템의 성과 극대화를 위해서는 체인본부 비전에 대한 요인 변수인 체인본부통제수준와 가맹점주 의무 인식정도와 이에 대한 가맹점주 노력이 동반되어야 한다. 또한 체인본부 비전의 명확한 메시지 전달을 통한 거래만족 수준을 높여야 한다는 것을 알 수 있었다.