The Governance Structure of Franchising Firms: A Property Rights Approach

Abstract

Previous studies in franchising research do not explain the governance structure of franchising firms as an institutional entity that consists of two interrelated parts: Allocation of residual decision rights and transfer of ownership rights. This paper fills this gap in the literature. According to the property rights view, decision rights have to be allocated according to the distribution of intangible knowledge assets between the franchisor and franchisee and ownership rights have to be assigned according to the residual decision rights. Since ownership rights are diluted in franchising networks, the dilution of residual income rights of franchised outlets is compensated for by setting up company-owned outlets. According to the property rights view, an efficient governance structure of the franchising firm implies allocation of residual decision rights according to the distribution of intangible assets between the franchisor and the franchisee and transfer of ownership rights according to the distribution of residual decision rights. We empirically investigate the influence of intangible knowledge assets on residual decision rights by using a logistic and ordinal regression model and the relationship between residual decision and ownership rights by using a simultaneous equation model on a sample of 83 firms from the Austrian franchise sector. Three hypotheses were derived from the property rights approach and tested. The empirical results are generally supportive of the hypotheses.