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On the economic geography of dual distribution - The case of McDonald’s in Germany

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  • Freiwald, Nisa E.

    (Goethe Business School, Goethe University Frankfurt)

  • Juranek, Steffen

    (Dept. of Business and Management Science, Norwegian School of Economics)

  • Walz, Uwe

    (Faculty of Economics and Business, Goethe University Frankfurt)

Abstract

We analyze the allocation of ownership in a franchise system by focusing on location-specific characteristics of the outlets. This study uses a comprehensive data set on McDonald’s restaurants in Germany to investigate the drivers of the decision on whether outlets are companyowned or franchised. We find strong evidence for the repeat-customer hypothesis by showing that outlets are significantly more likely to be company-owned when they are located at places with relatively few repeat customers.We observe the same for outlets that are closer to McDonald’s headquarters. Finally, we find pronounced clustering of multi-unit franchisees.

Suggested Citation

  • Freiwald, Nisa E. & Juranek, Steffen & Walz, Uwe, 2019. "On the economic geography of dual distribution - The case of McDonald’s in Germany," Discussion Papers 2019/14, Norwegian School of Economics, Department of Business and Management Science.
    • Handle: RePEc:hhs:nhhfms:2019_014
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    References listed on IDEAS

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    1. Arturs Kalnins & Francine Lafontaine, 2013. "Too Far Away? The Effect of Distance to Headquarters on Business Establishment Performance," American Economic Journal: Microeconomics, American Economic Association, vol. 5(3), pages 157-179, August.
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    6. Arturs Kalnins & Francine Lafontaine, 2004. "Multi-unit Ownership in Franchising: Evidence from the Fast-Food Industry in Texas," RAND Journal of Economics, The RAND Corporation, vol. 35(4), pages 747-761, Winter.
    7. Olav Sorenson & Jesper B. Sørensen, 2001. "Finding the right mix: franchising, organizational learning, and chain performance," Strategic Management Journal, Wiley Blackwell, vol. 22(6‐7), pages 713-724, June.
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    More about this item

    Keywords

    Franchising; dual distribution; agency theory; geo-locational data; economic geography;
    All these keywords.

    JEL classification:

    • L24 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Contracting Out; Joint Ventures
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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