ARA 모형을 통한 국내 프랜차이즈산업 분석: 핵심 쟁점 및 개선 방향 = An Analysis of Korean Franchise Industry Using ARA Model: Key issues and New directions

국문 초록 (Abstract)

프랜차이즈산업은 국민경제, 특히 고용창출 측면에서 매우 중요한 산업이다. 본 연구는 네트워크 관점에서 국내 프랜차이즈산업이 처한 위기를 극복하기 위해 핵심 쟁점을 파악하고 산업 발전에 필요한 새로운 규범과 질서를 모색하고 있다. 본 연구는 ARA 모형을 활용하여 세 개의 계층(활동, 자원, 행위자) 간의 상호작용에서 발생하는 세 가지 쟁점, 즉 분업 쟁점, 효율성 쟁점, 통제 쟁점을 분석하고 있다. 분석 결과, 첫째, 분업 쟁점으로는 가맹본부와 가맹점사업자의 올바른 역할 인식과 사업 역량이 부족하고 상호 기회주의적으로 혹은 적대적으로 행동함으로써 심각한 수준의 갈등이 발생하고 있는 것으로 파악되었다. 둘째, 효율성 쟁점으로는 가맹본부의 역할 수행에서의 효율성이 낮고 가맹본부와 가맹점사업자 간 의사소통과 신뢰 부족으로 원활한 업무 조정이 이루어지지 않는 것으로 나타났다. 셋째, 통제 쟁점으로는 가맹본부와 가맹점사업자의 거래특유투자를 보호하기 위한 안전장치가 제대로 작동하지 않아 인해 협력관계의 구축이 어렵고 분쟁의 합리적 조정, 사업위험의 공유 의지도 부족한 것으로 파악되었다. 이러한 분석 결과를 토대로 본 연구는 몇 가지 프랜차이즈산업의 개선방향을 제시하고 있는 바, 여기에는 가맹본부의 준법경영과 윤리경영 준수, 가맹점사업자의 ‘현명한 투자자’로서의 주의 의무와 기업가정신의 고취, 가맹본부와 가맹점사업자단체 간의 협력적 정체성 확립, 새로운 규범과 질서의 선도자로서 가맹본부단체의 역할 및 위상 강화, 가맹본부와 가맹점사업자의 역할 수행의 전문성 제고와 상호 협의에 의한 역할 및 권한의 조정, 거래특유투자의 보호를 위한 계약조항의 합리적 재설계, 로열티 제도의 정착에 의한 가맹본부의 수익구조 개선 등이 포함되어 있다.

다국어 초록 (Multilingual Abstract)

The franchise industry is a very important industry for national economy, especially in its role in job creation . This study is looking for new norms and order necessary for industrial development by identifying key issues to overcome the crisis of the Korean franchise industry from a network approach. The network approach provides a comprehensive understanding of the industrial reality and enables dynamic analysis of the evolution process. This study uses the ARA model as an industry analysis framework from a network perspective. The model focuses on three issues that arise from the interactions between three layers (Activity, Resources, and Actors), namely division of labor issues, efficiency issues, and control issues. With respect to the issues of division of labor it was found that serious conflicts occurred due to the lack of proper role recognition and business capabilities of franchisors and franchisees and their mutual opportunism and hostility. Regarding the efficiency issues, it was found many franchisors were less efficient in their role performance due to the lack of expertise and higher levels of distrust between the parties. It was also found that in terms of control issues. the safety guard protecting the transaction-specific investment of the franchisor and its franchisee was not working properlying. As a result, it was difficult to develop a collaborative relationship, reasonable dispute resolution, and appropriate risk sharing. Through the diagnosis of key issues, this study suggests several new directions for improving Korean franchise industry. They include (1)the franchisor's adoption of compliance program and ethical management, (2)the franchisee's clear understanding of its duty of due diligence as a 'sophisticated investor' and the enhancement of entrepreneurial orientation, (3)the establishment of cooperative identity between the franchisor and the franchisee associations, (4)the strengthening of the role of the well established franchisors as leaders of new norms and order, (5)redesigning the contract clauses for the protection of both party's transaction-specific investments, and (6)the improvement of franchisor's revenue structure by the settlement of royalty system.

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