Knowledge Management and Franchise Systems
Marketing and Fashion Merchandising
Knowledge management is generally recognized as a resource for sustainable competitive advantage. Many organizations have approached knowledge management through the use of information technology. However, results are mixed, primarily because (1) information is merely one aspect of knowledge management, (2) some types of knowledge are difficult to transfer effectively and (3) the structure and culture of organizations may inhibit knowledge transfer. in this study, we examine knowledge management in a franchising context because franchisors and franchisees are independent entities linked together in a contractual (some even use the word hybrid) relationship. In addition, the 'product or service' offered by a franchise organization is an outcome of knowledge resources and the success of a franchise system depends on how well the parties involved in a franchise system leverage their knowledge resource. Specifically, we explicate types of knowledge, discuss the differences between traditional and network franchise organizations and develop a framework for knowledge management in franchise systems. (C) 2008 Elsevier Inc. All rights reserved.
Industrial Marketing Management
Paswan, A. K.,
Wittmann, C. M.
(2009). Knowledge Management and Franchise Systems. Industrial Marketing Management, 38(2), 173-180.
Available at: http://aquila.usm.edu/fac_pubs/1010