Perception of Creativity in International Franchising Business Concepts - Comparison Analysis Between Franchisees and Franchisors

• Authors: Vendula Machackova
• Languages of publication: EN

Abstracts

EN

This paper deals with the topic of creativity and perceived freedom of creativity in international franchising business concepts. It analyses various areas of daily business operations and the franchising business concept as a whole. Its focus is aimed at comparing the perception of level of freedom given in these areas to franchisees by the franchisors and its objective is to find out where these perceptions differ between franchisees one side and franchisors on the other. The model of franchising is not described and the article assumes that the reader is familiar with this business model. The purpose of this article is to analyse and present the situation of creativity in the sector of international franchise businesses. As international franchising is in the focus of this article, topics such as cross-cultural environment in franchising models and creativity across cultures are covered. The method used to collect the data for further analysis is running an empirical research among two populations - franchisees and franchisors from several franchising business concepts active in international environment. Representatives from the two populations were asked to evaluate the level of freedom of creativity given or applied in their franchising business concepts. Respondents were answering an online survey, assessing ten different areas in daily business on a scale from one to five, ranging from no creativity allowed and strict governance by rules defined in the franchise concept to high level of creativity and freedom. Findings from both side of the franchise business partnerships, franchisees and franchisors, are presented including the test of homogeneity of proportions. Therefore some implications exist for further discussions and research, if franchising at all is, in its essence, a method of business concept, which enhances and facilitates creativity, or if creativity is perceived as a danger to franchise system that would harm its global unified approach which is the key principle of the franchis unified brand and concept strategy.

Keywords

EN

International franchising; creativity; cross-cultural environment; test of homogeneity of proportions

• Publisher: Sciendo
• Journal: Creative and Knowledge Society
• Year: 2012
• Volume: 2
• Issue: 1
• Pages: 60-81

Dates

published

2012-07-01

online

2012-08-21

Contributors

author

Vendula Machackova

• Faculty of Economy, Technical University Liberec

References

• Amabile, T. M., R. Conti, H. Coon, J. Lazenby, & M. Herron (1996). Assessing the Work Environment for Creativity. Academy of Management Journal 39,5: 1154-1184.[Crossref]
• Amabile, T. M. (1983a). The Social Psychology of Creativity. New York: Springer-Verlag.
• Amabile, T. M. (1983b). The Social Psychology of Creativity. New York: Springer-Verlag.
• Andrews, J. & Smith, D. C. (1996). In Search of Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products. Journal of Marketing Research, 33, 174-187.[Crossref]
• Hallman, R.J. (1970). Toward a Hindu Theory of Creativity. Educational Theory, 20 (4), 368-376.[Crossref]
• Hofstede, (1990). Cultures and organisations: Software of the mind. New York: McGraw Hill.
• Howkins, J. (2001a). The Creative economy: How People Make Money From Ideas. London: Penguin books.
• Howkins, J. (2001b). The Creative economy: How People Make Money From Ideas. London: Penguin books.
• Hughes, A. O. & Drew, J.S. (1984). A state creative? Papers in the Social Science, 4, 1-15.
• Im, S., & Workman, J. P. (2004). Market Orientation, Creativity, and New Product performances in High-Technology Firms. Journal of Marketing, 04, 114-137.[Crossref]
• Jacobs, J. F. & Pierce, M. L. (1966). Bilingualism and Creativity. Journal of Elementary English, v. 43, p. 499-503.
• Lakoff, G. & Johnson, M. (1980). Metaphors We Live By. Chicago, IL, University of Chicago Press.
• Landry, C., & Bianchini, F. (1995). The Creative City. London: Demos.
• Ricciardelli, L. A. (1992). Bilingual and cognitive development in relation to threshold theory. Journal of psycholinguistic research, v. 21, n. 4, 301-306.[Crossref]
• Sethi, R., Smith, D.C. & Park, C. W. (2001). Cross-Functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products. Journal of Marketing Research, 18, 73-85.[Crossref]
• Simonton, D. K. (2008). Bilingualism and creativity: An introduction to bilingualism: principles and processes. In J. Altariba & R. R. Heredia (eds.) An introduction to Billingualism: Principles and processes (pp. 147-166). Mahwah, NJ. Erlbaum.
• Sternberg, R. J. & Kaufman, S. B. (2011). The Cambridge Handbook of Intelligence (Eds.). New York, NY: Cambridge University Press.
• Sternberg, R. J. (1999a). The Handbook of Creativity. Cambridge University Press.
• Sternberg, R. J. (1999b). The Handbook of Creativity. Cambridge University Press.
• Sternberg, R. J., & Lubart, T. I. (1999). The concept of creativity: Prospects and paradigms. In R. J. Sternberg (Ed.), Handbook of creativity (pp. 3-15). New York: Cambridge University Press.
• Whorf, B. L. (1956). Language, Thought, and Reality: Selected Writings. Cambridge: Technology Press of Massachusetts Institute of Technology

Identifiers

DOI

10.2478/v10212-011-0017-1