Effects of opportunistic orientations and opportunistic actions on franchise systems
Date
2014-09-01
Authors
Makhubele, Nathaniel Tsakani
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Abstract
The business literature has long heralded franchising as an economically efficient business strategy for sustainable job, wealth and value creation, economic transformation and small business development. However, opportunism, being the tendency of the parties involved in the franchise relationship to act in their self-interest at each other’s expense resulting in misaligned incentives, may undermine the long-term efficacy of the franchising system. Such opportunism may be enacted at different times by either the franchisor or the franchisee.
For the above reasons, this thesis focuses on the role of opportunism, a key aspect of Transactions Cost Economics theory, within the franchising system. Following an extensive review of the franchising, opportunism and related literatures, the thesis goes on to theorising and investigating a two-dimensional conceptualisation of opportunism, namely ‘opportunistic orientations’ and ‘opportunistic actions’. Secondly, the thesis theorises and investigates various key antecedents and consequences of opportunistic orientations (OO) and opportunistic actions (OA) from the perspectives of both franchisors and franchisees.
Ultimately, this thesis proposes an integrated model combining structural, contextual and strategic factors as antecedents affecting OO which, in turn, leads to OA. The model further proposes that OA impact the growth, competitiveness and survival of franchise systems. In order to test this model, this thesis used a mixed methods strategy to undertake empirical fieldwork conducted separately among
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franchisors and franchisees. The franchisor study was based on questionnaire data gathered from 111 purposefully sampled franchisors analysed principally through multivariate correlational techniques including structural equation modelling and canonical correlations. The franchisee study involved gathering semi-structured interview data from a purposeful sample of 30 Johannesburg-based franchisees, analysed through content analysis.
To a large extent, while the results of the empirical fieldwork supports the proposed model as outlined above, the results of the franchisor study produced some unexpected outcomes. These relate mainly to the findings that structural and strategic factors directly affected the competitiveness of franchise systems and that contextual and strategic factors also directly affected the growth and survival of franchise systems and not through the intervening variables, that is, OO and OA.
These findings suggest that structural, contextual and strategic factors may create entrepreneurial orientations (EO) and not OO within franchise systems. Nevertheless, this thesis makes several important and unique contributions to the study of franchising in South Africa, possibly with broader applications elsewhere, which include the following:
- extending the opportunism construct by conceptualising the OO notion which helps to increase understanding of the manifestation of opportunism as a central problem within franchise relationships;
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- examining the antecedents and consequences of OO and OA in the same model to test the opportunism-performance hypothesis probably as the first study to do so among franchisors and franchisees in general and particularly in this country and continent;
- applying TCE and RET theories to explain OO and OA and strategies to curb or minimise it within franchise relationships; and
- incorporating some aspects of the country’s marriage laws into the franchise relationship to provide for secured tenure among franchisees by expunging the expiry clauses from franchise contractsWithin the context of Relational Exchange Theory, this thesis mainly and uniquely suggests the use of:
- psychological contracts between franchisors and franchisees to help align the incentives of these parties largely through mutually agreed norms of acceptable behaviour, role expectations and objectives;
- independent and statutory bodies such as the Commission for Conciliation, Mediation and Arbitration (CCMA), law societies and medical or nursing councils as dispute resolution mechanisms to help mediate or resolve franchising disputes fairly, quickly and cheaply; and
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- “evergreen” franchise contracts which make no provision for expiry clauses to attenuate opportunism among franchisees through secured tenure.
On the whole, this thesis recommends the use of the above interventions as governance mechanisms to help improve franchisor-franchisee relationships and the reputation of franchising in South Africa by aligning the incentives of the parties and creating an environment in which franchise relationships can flourish.
Finally, the thesis also implores future researchers to investigate the impact of existing legislation such as the Consumer Protection Act and the measures suggested above on franchising in this country and the rest of the continent; and the relationship between EO and the growth, competitiveness and survival of franchise systems.
Description
Thesis (Ph.D.)--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2014.
Keywords
Franchising, Franchisors, Franchisees, Opportunism, Relational Exchange Theory, Transaction Cost Economics