The Use of Knowledge Transfer Mechanisms in Franchising

6. Gorovaia N., Windsperger J. (2010). “The Use of Knowledge Transfer Mechanisms in Franchising”, Knowledge and Process Management, Vol.17 (1), pp.12-21.

31 Pages Posted: 17 Aug 2017

See all articles by Nina Gorovaia

Nina Gorovaia

Frederick University; University of Vienna

Josef Windsperger

University of Vienna

Date Written: August 11, 2010

Abstract

In this paper, we try to explain the use of knowledge transfer mechanisms in franchising firms by applying the knowledge-based view of the firm that integrates results from the information richness theory. Starting from the information richness theory we argue that the degree of tacitness of system-specific knowledge determines the information richness of the knowledge transfer mechanisms of franchising firms. We examine the following hypotheses: (1) the franchisor uses more knowledge transfer mechanisms with a lower degree of information richness (such as email, intra- and internet), if the tacitness of system-specific knowledge is low, and (2) the franchisor uses more knowledge transfer mechanisms with a higher degree of information richness (such as training, seminar, meetings, visits), if the tacitness of system-specific knowledge is high. We test these hypotheses by using data from 83 franchising firms in the Austrian franchise sector. The data provide partial support for the hypotheses.

Keywords: knowledge transfer, knowledge-based view, information richness, franchising, knowledge transfer mechanisms

Suggested Citation

Gorovaia, Nina and Windsperger, Josef, The Use of Knowledge Transfer Mechanisms in Franchising (August 11, 2010). 6. Gorovaia N., Windsperger J. (2010). “The Use of Knowledge Transfer Mechanisms in Franchising”, Knowledge and Process Management, Vol.17 (1), pp.12-21. , Available at SSRN: https://ssrn.com/abstract=2821957

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

Josef Windsperger

University of Vienna ( email )

Oskar-Morgenstern-Platz 1
Vienna, A1090
Austria

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

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