Analyzing the degree of freedom in decision-making in the McDonald's franchise model: The perspective of the franchisee

Authors

  • Pedro Seva-Larrosa University of Alicante
  • Bartolomé Marco-Lajara University of Alicante
  • Javier Martínez-Falcó University of Alicante
  • Lorena Ruiz-Fernández University of Alicante

Keywords:

strategic alliances, decision making, case study, franchisee, McDonald`s

Abstract

Franchising is one of the most widely used strategic alliances worldwide, mainly in two sectors: retail and hospitality. This research is contextualised in the fast-food industry, specifically in the McDonald's restaurant chain. The main objective of this study is to analyse the degree of freedom that the franchisee has in making business decisions compared to the corporate unit or, in other words, the degree of freedom that the franchiser grants the franchised establishment in managing its business. To this end, five in-depth interviews have been carried out with franchisees of the well-known American company located in Spain. The results show highly relevant information about the degree of freedom in the decision-making of McDonald's franchisees which is scarce and limited.

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Published

14-09-2021

How to Cite

Seva-Larrosa, P., Marco-Lajara, B., Martínez-Falcó, J., & Ruiz-Fernández, L. (2021). Analyzing the degree of freedom in decision-making in the McDonald’s franchise model: The perspective of the franchisee. Innovare Journal of Social Sciences, 9(6). Retrieved from https://innovareacademics.in/journals/index.php/ijss/article/view/42692

Issue

Section

Case Study(s)