A Conceptual Model Of Market Orientation And Knowledge Transfering In The Franchise System

Arunee Lertkornkitja


In the fast-paced and turbulence environment, the context of dynamic capabilities view which entrepreneurs should strategically figure out how to select and develop the capabilities and competencies needed for succeed in the marketplace is a must for most organizations. A number of studies showed the positive influence of market orientation on firm’s performance, however, this very heart of modern marketing is rarely applied in the franchising. The purpose of this conceptual framework was to investigate the organizational antecedents and performance in which market orientation was proposed to be the key market-based asset and knowledge transferring as a knowhow transfer capability in the franchise system. With a superior responsiveness and know-how transferring, it then enhances franchise performance outcome. Future research can test these propositions to enrich the understanding of market orientation and knowledge management in the franchise industry.

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