نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 گروه استراتژی و سیاست‌گذاری کسب‌وکار، دانشکده مدیریت کسب و کار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
2 گروه بازاریابی و توسعه بازار، دانشکده مدیریت کسب و کار، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: Today, the expansion of franchises has accelerated more than ever through the integration of business structure and model, customer value-based pricing strategies, competition-based pricing strategies, and cost-based pricing strategies. Price is one of the most flexible elements and components of the marketing mix that plays a direct role in the short-term profitability and cost-effectiveness and economic efficiency of a company. Franchises are now expanding, and the problem that most of them have is that their pricing is centralized and does not take into account local conditions. The purpose of the research is to achieve an appropriate organizational framework by identifying the factors affecting pricing. In the communication between the franchisor and the franchisee, trust, loyalty, and cooperation can lead to economies of scale in purchasing, advertising, research and development, branding, customer growth, optimal pricing, in short, gaining a competitive advantage.
Method: The present study is applied in terms of purpose; In terms of inductive approach, qualitative strategy, and cross-sectional time, the method of data collection is interview. The participants in this study were managers of retail stores, restaurants, coffee shops, and chain confectioneries on both sides of the franchisor and franchisee, in the city of Tehran, as well as experts and professors in the field of business policy. The sample size was determined as 25 people using the theoretical saturation method. The Strauss and Carbone approach's grand theory was used to analyze the data. Findings: The results showed that initially 92 open codes were identified, and then 37 axial codes were extracted by removing duplicate and overlapping codes, and finally 5 selected codes were classified into the following dimensions: causal, contextual, intervening factors, strategies, and consequences. For the causal dimension, they include: price elasticity, price variation, geographic market characteristics, operating costs, inventories, demand fluctuations, and competition intensity. For the contextual dimension, they include: product brand, stable product price, laws and regulations, employing marketing experts, market demand and supply, monitoring and review, production, distribution, and sales costs, and customer recognition. For the interventional dimension, they include: pricing flexibility, market share, differential pricing, perceived value of the product to customers, type of product life stage, strategic position, and target customers. For the strategy dimension, they include: incentive policies, reference price, customer bargaining power, customer characteristics, product characteristics, price difference with competitors, price fairness, customer expected value, complementary and substitute products in the market, product uniqueness, and customer price awareness. For the consequences, they include: the possibility of new competitors entering the market, producer risk in New product introduction, product compatibility, and quantity discounts.
Conclusion: All causal, contextual, and intervening factors will play an important role in the pricing structure, and by applying the determined pricing strategies, its consequences were also determined. Considering these factors, it can be said that interactive pricing can be the best pricing organization structure because all the identified factors indicate cooperation and coordination between the franchisor and the franchisee.
کلیدواژه‌ها [English]
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