가맹본부의 영업지역보호가 성장전략에 미치는 영향

초록

Purpose: The purpose of this study is to examine whether there are differences between a growth strategy of a franchisor and an achievement of a franchisee in accordance with a change of the territorial restraint and its policy and accordingly, look into the coherence of the regulation in respect of the territorial restraint system of the Revised Fair Transactions in Franchise Act. Research design, data, and methodology: This study theoretically analyzed the territorial restraint in franchise, the opportunity of adding additional company-owned stores or franchised stores in the area for franchisor. Results: First, a franchisor which did not restrain the business territory had a higher number of direct management stores and franchisees, duration of franchisor, revenue of franchisor, and number of brands than the one restraining the business territory. Second, the rate of increase in the franchisee number in case of changing the business territory from restraint to non-restraint was higher than the case that a franchisor changed the business territory from non-restraint to restraint. Conclusions: The result shows that a franchisor has exercised the territorial restraint policy in order to make a franchisee as a growth strategy. However, there was no difference in the franchisee revenue due to the matter of the territorial restraint, and the growth rate of franchisee revenue of two groups of franchisers that changed their territorial restraint system in opposite. This means that the Revised Franchise Business Act which restrains the business territory without variation is needed to be improved reasonably.

키워드