The Knowledge Transfer Strategy of Franchising Firms: Evidence from the Austrian Franchise Sector

Strategy and Governance of Networks: Cooperatives, Franchising, and Strategic Alliances, Eds. Hendrikse, G.; Tuunanen, M.; Windsperger, J.; Cliquet, G., Springer Verla, 2008

19 Pages Posted: 7 Dec 2013 Last revised: 16 Aug 2017

See all articles by Josef Windsperger

Josef Windsperger

University of Vienna

Nina Gorovaia

Frederick University; University of Vienna

Date Written: 2008

Abstract

The paper provides a property rights view on the knowledge transfer strategy of franchising firms. Starting from the information richness theory, we argue that the degree of contractibility of system knowledge determines the information richness of the knowledge transfer mechanism of franchising firms. The lower the contractibility of knowledge, the more knowledge transfer mechanisms with a high degree of information richness are used, such as training, visits and meetings. We examine the following hypotheses: (1) If the franchisor‘s knowledge is contractible/explicit, knowledge transfer mechanisms with a lower degree of information richness are used. (2) If the franchisor’s knowledge is noncontractible/tacit, knowledge transfer mechanisms with a higher degree of information richness are used. (3) If the franchisor’s knowledge is partly contractible and partly noncontractible, knowledge transfer mechanisms with a high and low degree of information richness are used. We test these hypotheses by using data from 83 franchising firms in the Austrian franchise sector. The data provide support for the hypotheses.

Keywords: Knowledge transfer, Information richness, Property rights theory, Contractibility, Franchising

JEL Classification: M55, D23

Suggested Citation

Windsperger, Josef and Gorovaia, Nina, The Knowledge Transfer Strategy of Franchising Firms: Evidence from the Austrian Franchise Sector (2008). Strategy and Governance of Networks: Cooperatives, Franchising, and Strategic Alliances, Eds. Hendrikse, G.; Tuunanen, M.; Windsperger, J.; Cliquet, G., Springer Verla, 2008, Available at SSRN: https://ssrn.com/abstract=2364089

Josef Windsperger

University of Vienna ( email )

Oskar-Morgenstern-Platz 1
Vienna, A1090
Austria

HOME PAGE: http://im.univie.ac.at

Nina Gorovaia (Contact Author)

Frederick University ( email )

7, Y. Frederickou Str.
Pallouriotisa
Nicosia, 1036
Cyprus

University of Vienna ( email )

Bruenner Strasse 72
Vienna, Vienna 1090
Austria

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