Toward a relational perspective of franchising chains

Abstract

Franchising, Business relationships, Firms’ capabilities,

Searching for Relationship Value in Business Markets: Are We Missing Something?

“…Following this line of argument, value tends to become a construct of individual perceptions rather than a function of the qualities or attributes of a certain offering (Lamont, 1955;Frondizi, 1971) as it is the value perceptions and value experience in market relationships that direct individual actors' conduct more than the factual assessment of situations (Corsaro et al, 2010). Asymmetry of interpretations and perceptions between two parties that interact in business relationships is an important factor for explaining how relationships evolve (Loasby, 2001;De Castro et al, 2009).…”

The internationalization of soft-services: entry modes and main determinants in the Spanish hotel industry

“…On the other hand, behavioral uncertainty refers to the risk posed by the opportunistic behavior of a potential partner at the transaction level, affecting the efficient management of the relationship (Miller 1993). These relationships must be based on the mutual benefit to deal with resource scarcity, as the transmission of intangible resources among partners (De Castro et al 2009;Rodríguez et al 2011). The presence of intangible and tacit/complex assets has frequently been used as an indicator of this type of uncertainty.…”

Alignment and Misalignment in Business Relationships

“…There is a generalized assumption that a relationship's effectiveness is largely determined by how individual buyers and sellers behave in the attempts to maximize their self-interest in the context of incongruent goals (Eisenhardt, 1989;Heide, 1994). This view does not assume simply that individuals are rational, but also that substantial homogeneity exists in actors' ability to perceive, elaborate cognitively, and act (De Castro, Mota, & Marnoto, 2009). …”