市场营销学系学术讲座

时间：2024年3月26日（周二）13:30-15:00

地点：思源楼 624

主题：Density-Based Governance in Franchising

主讲人：Xu Zheng(郑煦),Associate Professor Department of Marketing College Business of City University of Hong Kong

主持人：庄雷青年副研究员

摘要：

The economic imperatives on franchised outlets that are geographically proximate are different from those on remote ones. Extant research is, however, silent on the differential efficacy of governance tools on franchisee performance in regions with high versus low store density. We propose a novel “density-based governance” in which we argue that two governance instruments in franchised systems that vary at regional and outlet levels, i.e., the franchisee ownership fragmentation and franchisor on-site supervision, impact franchised outlet survival differently in high- versus low-density regions. Such an impact is further moderated by economic adversity, such as the Global Financial Crisis in 2008 and the COVID-19 pandemic. Using a novel algorithm-based clustering technique to distinguish high- from low-density regions, we conducted a survival analysis of 8,625 franchised outlets across 18 franchisors over a 14-year window. Our results suggest that the franchisee ownership fragmentation increases the propensity for franchised outlet to fail in high-density regions, which is mitigated under economic adversity, but that is not the case in low-density regions. Franchisor on-site supervision, on the other hand, decreases the propensity for the outlet to fail across both high- and low-density regions, and that effect is strengthened under economic adversity in low-density regions only.

简介:

Xu (Vivian) Zheng is an Associate Professor in Department of Marketing, College Business of City University of Hong Kong. She received her Ph.D. in Marketing from University of Wisconsin-Madison. Vivian’s research interest includes Business-to-business marketing, location-based marketing strategies, ESG, and promotion strategy. Her recent research studies how GIS-informed location choices impact firms’ financial performance and survival. Vivian has published in leading marketing and business journals such as Journal of Marketing, Journal of Marketing Research, Journal of Operations Management, Journal of the Academy of Marketing Science, and Journal of Retailing, etc. Her industry focus is business format franchising.