Objetivo: propor a Decentralized Autonomous Franchise (DAF) como uma arquitetura organizacional alternativa para redes de franquias, baseada em blockchain, contratos inteligentes e governança tokenizada. Estado da arte: embora o franchising seja amplamente reconhecido como modelo eficiente de expansão, enfrenta limitações estruturais relacionadas à centralização de poder, à incompletude contratual e à s assimetrias informacionais. Paralelamente, a literatura cientÃfica sobre Decentralized Autonomous Organizations (DAOs) tem avançado na discussão de governança descentralizada, ainda com pouca articulação com o campo de franchising. Originalidade: o artigo aproxima os campos de franchising e DAOs, propondo a DAF como modelo alternativo que reconfigura mecanismos de coordenação, participação e controle em redes de franquias. Impactos: o artigo oferece um referencial inovador para redes de franquias interessadas em atualizar seus mecanismos de governança, ampliar a participação dos franqueados e incorporar princÃpios de transparência e descentralização apoiados por tecnologias digitais descentralizadas. ODS: 8 – Trabalho decente e crescimento econômico, 9 – Indústria, inovação e infraestrutura, 17 – Parcerias e meios de implementação.
This paper is interested in the analysis of Blockchains and Smart-contracts applied to inter-firms relationships, in particular the franchise networks. After defining the Blockchain technology and the Smart-contract as a particular type of contract stored in blockchains, we question the theory of contracts and its conception(s) of transactions, information asymmetries, firm or inter-firm relations. To better understand the challenges of blockchain for franchise networks and identify opportunities for implementation in these networks, we present some relevant applications of this technology. We identify different ways where blockchain technology could improve the network management and therefore their performance: the supply-chain, the brand-name protection, security and transparency in the payment of fees and royalties, access to reliable information via an oracle.
ABSTRACT Young firms grow faster through franchising than via the traditional organization. However, research shows that as much as three fourths of new franchise systems die within ten years of establishment. Although recent franchising system survival research has recognized industry as a potentially important variable, a theory for its influence has not been available. This paper develops propositions linking industry variations to the survival of franchising systems. Specifically, it suggests that franchising system survival is negatively related to the degree of decentralization of critical decision tasks, brand-space proliferation, and knowledge intensity, but positively related to labor intensity, cost of the material factor, specific investments and revenue variability. Implications of this theory for both prospective franchisors and franchisees are discussed. INTRODUCTION The study of firm growth and survival has been a central concern in entrepreneurship research. Increasing support is emerging for the view that contractual, hybrid forms of organizations such as franchising, strategic alliances, and licensing are viable alternatives to the traditional, hierarchical form of organization (e.g., Larson, 1992). In particular, franchising is seen as a means of faster growth relative to the traditional form of organization for young firms (Caves & Murphy, 1976). Franchising creates opportunities for thousands of budding entrepreneurs every year (Combs & Ketchen, 2003, p. 443), and over 200 new franchisors appear in dozens of industries (Michael, 1998, p. 162). However, Shane (1996) showed that as much as three fourths of new franchise systems die within ten years of establishment. Likewise, Bates (1998, p. 122) found that franchises are dramatically less profitable and their survival prospects are worse than those of independent business start-ups. The low rates of survival of both franchising systems as well as individual outlets seem puzzling given the popularity of franchising among new entrepreneurs. Perhaps budding entrepreneurs lack an understanding of realistic prospects of franchising. In order to prevent wastage of entrepreneurs' costly efforts, identification of variables that might influence the survival of new franchising systems is important. Although recent franchising system survival research appears to have recognized industry as a potentially influential variable (e.g., Bates, 1998; Michael, 1996; Shane, 1996), its role has been limited to a control variable. Perhaps what is needed is a theory explaining why differences in industry may be crucial to franchising system survival. This paper attempts to fill this important theoretical void. The paper begins with a brief review of franchising and its two dominant viewpoints: the resource-scarcity thesis and the administrative-efficiency thesis. In light of these theses, a theoretical framework is developed involving several factors that might lead to important industry differences influencing franchising system survival. The industry variables are: the allocation of decision tasks, brand-space proliferation, labor intensity, the cost of the material factor, specific investment, revenue variability, and knowledge intensity. Propositions are presented suggesting the effect of each variable. Finally, important implications of this framework for franchising research and practice are discussed. BACKGROUND OF FRANCHISING Franchising involves granting exclusive rights for the local sale of a service or trademarked product and receiving in return a fee and/or royalty and conformance to quality standards, price controls, and other practices (Mathewson & Winter, 1985). A franchisor thus enjoys the benefits of revenue and control without having to make the investments required for ownership. The franchisee receives many services including training, advertising and, frequently, financing or assistance in obtaining finance (Bumstien, 1968-69; Woll, 1968-69). …
Over the past decade the relationship between law and popular culture has become the subject of a considerable and growing literature. This work has addressed, via a range of research methods and t...
Although franchising is traditionally associated with newly emerging businesses which need to finance growth, this marketing technique is being increasingly utilized by large established firms as a method of business development. This article analyses the business objectives which led a sample of such firms in the UK to introduce franchising as a means of channel management. The modes of franchising-including the master franchise-selected by these firms as well as their operational and organizational experiences are investigated. In particular, there is an examination of the major managerial/cultural issues which these firms encountered in trying to reconcile the decentralized organization and operating methods implicit in the franchising concept with the centralized decision making and organization of a corporate concern. The implications for management of this dichotomy are explored.