权力视角下的特许经营授权模式研究

特许经营被实践证明是一种成功的商业运作模式;但对这种网络组织的理论研究一直落后于实践。首先,对国外特许经营授权有关理论进行阐述,指出GHM模型是它们的理论基础。但由于GHM模型中的权利配置基于实物资产,而特许经营中的关键资源是品牌等无形资产,GHM模型作为分析特许经营的授权理论的基础存在明显局限。运用R-Z理论,以特许经营中的外部性分析为起点,对其专用性投资外部性进行考察,分析在不同情景下特许经营的不同授权模式,从而为特许经营授权提供理论依据。

To Study on Authorization Pattern of Franchising Business under the Visual Angle of Authority

Franchising has been proved to be a successful commercial pattern in practice, but research on this form of network organization is still behind of practice. This paper first summarizes existing literature on franchising and points out that these theories are based on GHM model. The distribution of the power in the GHM model is based on physical assets. The critical resources in franchising are intangible assets, such as brand, so the GHM model as the basis of the research on franchising obviously has limitations. This paper, based on the R-Z model, begins by analyzing externality issues of specific investments in franchising, then shows that different delegation patterns are corresponding to different kinds of situations respectively, which will provide the delegation of franchising with appropriate theoretical foundations.