Open AccessThe Added Value of the Plural Form: Evidence from Dutch Pharmacy Chains
Author(s) -
Rosalie Andewereld Duijvis,
E. Peelen,
Kees van Montfort,
Harry Commandeur
Publication year - 2013
Publication title -
international journal of marketing studies
Language(s) - English
Resource type - Journals
eISSN - 1918-7203
pISSN - 1918-719X
DOI - 10.5539/ijms.v5n6p15
Subject(s) - plural , flexibility (engineering) , business , corporate governance , standardization , industrial organization , function (biology) , work (physics) , operator (biology) , marketing , value (mathematics) , perspective (graphical) , computer science , management , economics , finance , engineering , philosophy , repressor , linguistics , chemistry , biology , operating system , biochemistry , evolutionary biology , machine learning , transcription factor , mechanical engineering , gene , artificial intelligence
Most empirical work on governance decisions focuses on explaining a firms’ choice among governance structures. Nevertheless, in practice very different governance structures often exist side by side. The simultaneous use of different governance structures for the same function is referred to as the “plural form”. The synergistic benefits of the plural form have been highlighted by only a number of research works. We will add to the body of knowledge by studying the plural dynamics in the pharmaceutical industry. We will show the chain operator’s contribution to the performance in pure and plural forms, for both company owned and franchised outlets. Further, we will open the black box and show how horizontally and vertically the interactions between franchisees, company outlets and the chain operator support the realization of potentially conflicting strategic objectives of local responsiveness and standardization. We will take the perspective of the chain operator, being responsible for the development of the plural dynamics within the organization