Improving Channel Coordination Through Franchising
Rajiv Lal;
- Journal: Marketing Science,volume 9,issue 4,pages299-318
Related identifiers: - Subject: franchising, brand name, service, monitoring, moral hazard
In this paper, we explore the role of franchising arrangements in improving coordination between channel members. In particular we focus on two elements of the franchising contract, namely, the royalty structure and the monitoring technology. We begin with a simple anal... View more
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