报告题目：Driving Franchise Growth: The Impact of Franchisor Communication
报告时间：2024年10月29日10:00
报告地点：必发9988集团B220
报告人：王剑锋 副教授
邀请人：张闯 教授
报告摘要：Franchise expansion is critical for franchisors. Yet little is known about how franchisors’ tone of communications affects franchise expansion. This study addresses this gap by examining the influence of the tone of positive and negative communications in Franchise Disclosure Documents (FDDs) on franchise expansion. Additionally, the study explores how governance mechanisms, namely monitoring and incentives, distinctly moderate the relationship between the tone of communications and franchise expansion. Using a custom database of 345 U.S.-based franchises, we employ automated text analysis with a specialized dictionary of words tailored for business communications to measure the franchisors’ positive and negative communications. The results highlight a synergistic positive effect of positive and negative communication on franchise expansion. The findings enhance our understanding of signaling and inoculation theory in franchise communications, and offer valuable managerial implications for franchise disclosure strategies.
报告人简介：王剑锋副教授现任澳大利亚莫纳什大学市场营销系副教授。他的主要研究方向为关系营销与营销战略、零售与特许经营、营销中的社会文化要素，以及健康营销等。他在Journal of Operations Management，Journal of Retailing，Journal of Supply Chain Management等国际一流学术期刊发表学术论文30余篇
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