Knowledge Management and Franchise Systems

Document Type

Article

Publication Date

2-1-2009

Department

Marketing and Fashion Merchandising

Abstract

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.

Publication Title

Industrial Marketing Management

Volume

38

Issue

2

First Page

173

Last Page

180

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