Franchising - eller när förälskelsen kommer efter förlovningen
En kvalitativ studie om hur samarbetet mellan franchisegivare och franchisetagare utvecklas över tiden
The aim of this study is to describe how the cooperation between franchisee and franchisor evolves over time. The parties? work responsibilities are explored as an ingredient of the cooperation. Creation of relational aspects is also studied, as well as how adaptation of the concept is handled throughout the partnership. This study takes on an abductive approach and is based on interviews with franchisees of one franchise system, performed at different stages of the respective cooperations. The findings show that sharing of work load is a central part of the cooperation from day one onwards. It is closely linked to the parties? reasons for entering the partnership in the first place. Of the franchisors tasks, the ability to provide a competitive concept is highly valued by the franchisees in all stages of the cooperation. Relational aspects are established in later stages of the relationship and influence it in several ways. Personal contact seems to ease interaction. Development of mutual trust, in combination with strengthened franchisee abilities, increase the franchisees influence on the cooperation. It can even shift responsibilities towards the franchisee, as is the case for adaptation of the concept to suit the local market. Shifting of responsibilities is but one of several clear indications that time is a key dimension that the parties need to manage actively. Time generally tends to equalize the importance the parties place on the cooperation and increase their willingness to compromise as the partnership evolves. It even seems that, with time, trust and praxis take over as guidelines for the cooperation, leaving written agreements and instructions with a second importance.