The Effect of Information Asymmetry and Resource Asymmetry on International Brand Licensing: Control Mechanism as Moderators

• Main Authors: Wan-Hsuan Chen, 陳莞璇
• Other Authors: Wen-Chieh Wu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/s7d846

碩士 === 中原大學 === 企業管理研究所 === 102 === Abstract While previous researches focused on trademark licensing of manufacture, there has been little investigation on international brand licensing involved in franchise. This research conducts analyses on Taiwanese catering franchise industry, and explores the determinants of implementing international brand licensing. Based on information asymmetry and resource asymmetry perspective, this study explores their effect on international brand licensing. The consistency of product quality and service quality is the key to catering franchise industry, so licensor may focus on managing and controlling licensee’s operation. Therefore, this study further explores whether the control mechanisms implemented by the licensor may decrease the obstruction caused by information and recourse asymmetry. The result of this research shows that a licensor tends to license to the licensees whose information and resource asymmetries are lower. Additionally, findings suggested that the formal control and social control complement each other. Licensors should adopt formal control and social control, and in doing so they can reduce the obstruction caused by information and recourse asymmetry.