Reconceptualizing Franchisee Performance: A Configurational Approach in a Base‐of‐the‐Pyramid Context

This paper proposes and tests a new conceptual framing for franchisee performance that draws on institutional complexity to explore the interaction of corporate, market, and relational logics of performance. Extant research draws on corporate and market logics to explain performance; however, this d...

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Published in:British journal of management Vol. 36; no. 1; pp. 17 - 33
Main Authors: Newbery, Robert, McKague, Kevin, Muñoz, Pablo, Kimmitt, Jonathan
Format: Journal Article
Language:English
Published: London Blackwell Publishing Ltd 01.01.2025
Subjects:
Comparative analysis
Context
Frame analysis
Interlocking directorates
Markets
Sales
ISSN:1045-3172, 1467-8551
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Abstract This paper proposes and tests a new conceptual framing for franchisee performance that draws on institutional complexity to explore the interaction of corporate, market, and relational logics of performance. Extant research draws on corporate and market logics to explain performance; however, this does not explain individual franchisee performance in complex institutional environments such as Base‐of‐the‐Pyramid (BoP) markets where relational logics may be more important, thereby limiting explanations of how franchisee outlets perform. Drawing on data from a network of 58 franchise outlets in the context of Kenya, we conduct a configurational analysis related to sales outcomes. We leverage fuzzy‐set qualitative comparative analysis (fsQCA) to map out the conditions under which franchisees exhibit higher sales performance. Results show that three distinct configurations can lead to increased sales performance. Our results paint a nuanced picture of combinations of factors that result in franchisee success with relevance to the BoP context and beyond.
AbstractList This paper proposes and tests a new conceptual framing for franchisee performance that draws on institutional complexity to explore the interaction of corporate, market, and relational logics of performance. Extant research draws on corporate and market logics to explain performance; however, this does not explain individual franchisee performance in complex institutional environments such as Base‐of‐the‐Pyramid (BoP) markets where relational logics may be more important, thereby limiting explanations of how franchisee outlets perform. Drawing on data from a network of 58 franchise outlets in the context of Kenya, we conduct a configurational analysis related to sales outcomes. We leverage fuzzy‐set qualitative comparative analysis (fsQCA) to map out the conditions under which franchisees exhibit higher sales performance. Results show that three distinct configurations can lead to increased sales performance. Our results paint a nuanced picture of combinations of factors that result in franchisee success with relevance to the BoP context and beyond.
Author Muñoz, Pablo
Kimmitt, Jonathan
Newbery, Robert
McKague, Kevin
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  fullname: Muñoz, Pablo
  organization: Universidad del Desarrollo
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  givenname: Jonathan
  surname: Kimmitt
  fullname: Kimmitt, Jonathan
  organization: University of Durham
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  doi: 10.1287/mnsc.45.2.142
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Snippet This paper proposes and tests a new conceptual framing for franchisee performance that draws on institutional complexity to explore the interaction of...
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wiley
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SubjectTerms Comparative analysis
Context
Frame analysis
Interlocking directorates
Markets
Sales
Title Reconceptualizing Franchisee Performance: A Configurational Approach in a Base‐of‐the‐Pyramid Context
URI https://onlinelibrary.wiley.com/doi/abs/10.1111%2F1467-8551.12826
https://www.proquest.com/docview/3151830112
Volume 36
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