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首页> 外文期刊>International review of retail, distribution and consumer research >Market orientation in franchise networks: a contrast analysis of franchisors and franchisees views
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Market orientation in franchise networks: a contrast analysis of franchisors and franchisees views

机译：特许经营网络中的市场定位：对特许人和加盟商观点的对比分析

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摘要

Market orientation is considered as key to organizational survival and performance. In inter-firm settings, previous research indicates that it contributes to the overall performance of marketing channels. This research note investigates the perception of market orientation in franchise networks. Based on a dyadic multi-sectorial sample of 27 franchisors and 720 of their franchisees, the study examines how franchisors and franchisees perceive market orientation and to what extent their perceptions are concordant views. The underlying hypothesis is that a common view of the network orientation facilitates co-ordination and eventually performance. Results indicate that although the spirit of market orientation may be partially shared within the franchise channel, its consequences in terms of performance are not uniform.
机译：市场导向被认为是组织生存和绩效的关键。在公司间环境中，先前的研究表明，它有助于营销渠道的整体绩效。本研究报告调查了特许经营网络中市场定位的感知。该研究基于27个加盟商和720个加盟商的二元多部门样本，研究了加盟商和加盟商如何看待市场定位以及他们的看法在多大程度上是一致的。潜在的假设是，对网络方向的共识有助于协调并最终实现性能。结果表明，尽管在特许经营渠道中可以部分分享市场导向的精神，但其在绩效方面的后果并不统一。

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