企業社會責任與連鎖加盟探討

A Study on the Corporate Social Responsibilities of Franchising

蔡建樹；李一民

連鎖加盟 ； 企業社會責任 ； 單位權利金 ； 定額權利金 ； Franchising ； Corporate Social Responsibility ； Royalty ； Fixed-fee

亞太經濟管理評論

21卷1期（2017 / 09 / 01）

49 - 64

繁體中文

本研究探討在考慮企業社會責任的情形下，對於連鎖加盟市場均衡與社會福利的影響。結果顯示：加盟契約是以定額權利金的方式加盟，廠商越重視企業社會責任，有助於提高廠商自身的產量與市場總產量，但會減少對手產量；但權利商與加盟商同時完全重視企業社會責任，並非社會福利最佳的選擇，只有權利商或加盟商單方面的重視企業社會責任是廠商的最佳策略，並可改善社會福利。

Taking into consideration of the corporate social responsibility (CSR), this paper discusses the implication of franchising on market equilibrium and social welfare. We found the followings. First, a corporate concerning its CSR would increase its quantity supplied, decreases its competitor's supply quantity, and increases the overall market supply. This result is held for fixed-fee affiliation agreements. Second, when both of franchisors and franchisees simultaneously adopt the CSR strategy is not a social optimal due to the overproviding. A firm's best strategy would be concerning its CSR unilaterally. The social welfare would be Pareto improved when one of them unilaterally concern the CSR.

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