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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Veröffentlicht in:British journal of management Jg. 36; H. 1; S. 17 - 33
Hauptverfasser: Newbery, Robert, McKague, Kevin, Muñoz, Pablo, Kimmitt, Jonathan
Format: Journal Article
Sprache:Englisch
Veröffentlicht: London Blackwell Publishing Ltd 01.01.2025
Schlagworte:
Comparative analysis
Context
Frame analysis
Interlocking directorates
Markets
Sales
ISSN:1045-3172, 1467-8551
Online-Zugang:Volltext
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Zusammenfassung: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.
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ISSN:1045-3172
1467-8551
DOI:10.1111/1467-8551.12826