Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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First Mover Advantage Based on Franchising in the Foodservice Industry

외식산업에서 프랜차이징을 통한 선발자 우위에 관한 연구

  • Chung, Dae-Yong (Dept. of Venture & Entrepreneurship Soongsil University) ;
  • Eom, Tae-Yeung (Dept. of Venture & Entrepreneurship, Graduate School, Soongsil University)
  • 정대용 (숭실대학교 벤처중소기업학과) ;
  • 엄태영 (숭실대학교 대학원 벤처중소기업학과)
  • Received : 2009.12.11
  • Accepted : 2010.02.22
  • Published : 2010.02.28
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Abstract

It is widely accepted that there are first mover advantages in various existing industries. However, few studies have been conducted to evaluate the first mover advantages shown in the foodservice industry, whether first movers practically have first mover advantages, and what effects these advantages have on foodservice enterprises. Specifically this study was designed to identify the relationship between first mover advantages and business performance in the foodservice industry. To accomplish this, questionnaires were sent to and collected from selected first movers consisting of 70 foodservice franchised enterprises. SPSS 15.0 was then employed to conduct factor analysis, reliability analysis, correlation analysis, and regression analysis. The analyses revealed that the franchised foodservice enterprises could provide several strategies that enabled them to grow quickly and to establish more shops in their market. In addition, having a greater number of shops resulted in greater advantages when compared to their competitors. Moreover, the advantages of first movers had a significant effect on their business performance. Taken together, these findings imply that if foodservice enterprises franchise their business as early as possible, they can more easily preoccupy their market and enjoy more first mover advantages. This study is meaningful and differentiated from existing studies in that it investigated first mover advantages of the foodservice enterprises in the appropriate industry.

Keywords

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