A Study on the Determinants of Diversification and Performance of Franchisor*

Purpose: Diversification is a strategy to secure competitive advantage, improve performance, and survive. studies have been conducted in various fields such as motivation performance. actively taking place the franchise industry, but research on diversification of franchisor lacking. Therefore, this study, we analyzed influence characteristics how franchisors affect according number brands owned by franchisor. Furthermore, impact performance was analyzed. Research design, data, methodology: Regression analysis analyze effect diversification. Next, diversification, moderating In addition, As an additional analysis, survival period difference average sales existing new after brand expansion were compared. For purpose, information disclosure data from 2015 2020 registered for business transactions with Fair Trade Commission used Results: result regression confirm