The ‘visible hand’ behind cooperation in franchising: A model of franchisor practices that influence cooperation within social networks

Raisa Yakimova, Martin Owens, Susan Freeman

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

Although scholars recognise that social networks within marketing channels can enhance cooperation (the implementation of joint goals), research provides a deficient understanding of how suppliers can efficiently manage them. Our study investigates the ‘visible hand’ behind franchising cooperation by asking: How do franchisors build cooperation within franchise systems? Using multiple case study research on retail franchises recognised for highquality cooperation, our study builds a model of how franchisor practices maintain and increase cohesive ties that foster cooperation within the franchising community; a type of social network nested within the franchise system. This model is underpinned by social capital theory, selfcategorisation theory, and the constructs relational norms and behaviour from research on marketing channels. Our study provides insight into the key organisational, social network, and individual agency drivers of cooperation within branding marketing channels. This provides an understanding of: 1) how centralised organisational practices interact with individual agency to maintain efficient cooperation, and 2) heterarchical processes to improve cooperation efficiency.
Original languageEnglish
Pages (from-to)66-89
Number of pages24
JournalIndustrial Marketing Management
Volume94
Early online date16 Mar 2021
DOIs
Publication statusPublished - 1 Apr 2021

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