ULUSLAR ARASI FRANCHISING BİÇİMİNİN SEÇİMİNDE İLİŞKİNİN VE STANDARTLAŞTIRMANIN ROLÜ

Year 2021, Volume: 22 Issue: 2, 165 - 187, 04.02.2022

Yalçın Köklü Mustafa Özseven

https://doi.org/10.24889/ifede.906979

Abstract

Bu çalışmanın amacı, farklı biçimlendirme ve ilişki seviyesine göre ne tür uluslararası franchising biçiminin seçildiğini ortaya koyabilmektir. Bu çalışma, Türk hızlı moda perakende sektöründeki iki firmanın uluslararası franchising deneyimleri üzerinden gerçekleştirilmiştir. Araştırma sorusu, bu iki firmanın 2005 ve 2015 yılları arasında İran, Rusya, Sudi Arabistan, Katar ve Dubai’deki uluslararası franchising stratejilerine odaklanılarak çözülmeye çalışılmıştır. Doküman incelemeleri ve 7 görüşme iki firmanın uluslararası franchising stratejileri arasındaki benzerlik ve farklılıkları ortaya çıkarmıştır. Çoklu vaka analizi biçimlendirme ve ilişki seviyesinin uluslararası franchising biçiminin seçiminde etkili olduğunu göstermiştir. Araştırma bulguları single franchising’de hem ilişki hem de biçimlendirme seviyesinin düşük olacağına, alan geliştirme franchising biçiminde ise, ilişki seviyesinin daha yüksek olacağına işaret etmektedir. Bunun yanı sıra, analizler, taraflar arasındaki ilişki ve biçimlendirme seviyesi yükseldikçe master franchising biçimini seçildiğini ortaya koymuştur.

Keywords

Uluslararası franchising biçimi, Türk hızlı moda perakende sektörü, ilişki seviyesi, standartlaştırma

THE ROLE OF RELATIONSHIP AND FORMALIZATION IN DECIDING THE INTERNATIONAL FRANCHISING MODE

Abstract

This study aims to find out which international franchising mode has been selected depending on the different formalization levels of franchising contracts as well as the level of relationship between the main company and the dealer. The study has been conducted on the international franchising experiences of two Turkish fast fashion retail companies. The research question has been tried to be solved by focusing on the international franchising strategies of these two companies in the Iran, Russia, Saudi Arabia, Dubai and Qatar between 2005 and 2015. Document examinations and 7 interviews revealed differences and similarities between the international franchising strategies of two companies. Multiple case analysis has shown that level of formalization and relationship are effective in deciding the international frachising mode. The research findings have indicated that both relationship and formalization could be low in the single unit franchising mode, however the area development franchising mode has required higher relationship level. Besides that analyses found out that when master franchising mode has been chosen, the partners would have higher level formalization and relationship levels.

Keywords

International franchising mode, Turkish fast fashion retail sector, the level of relationship, formalization

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