Communication and knowledge transfer in cooperation agreements: an application to franchises

Abstract

The purpose of this study is to analyze the influence of communication on satisfactory knowledge transfer among participants in a cooperation agreement. This is an empirical study about franchise systems operating in Spain, centered on analyzing the relation of the franchiser to the franchise operator. A self-administered, structured questionnaire was used as a methodological tool, addressed to the general director or, as applicable, to the person responsible for expanding the franchise. Results reveal that appropriate communication has a positive influence on satisfactory knowledge transfer. Likewise, it was found that the quality of the relationship between the parties exercises a mediating role between communication and the aforementioned transfer. The need to favor appropriate information flow and quality communication is pointed out as a contribution of this research, as is developing a culture based on confidence, commitment and relationism between the two parties. In terms of practical implications, the work offers franchise managers some guidelines for generating satisfactory knowledge transfer.