Improving Channel Coordination Through Franchising

Article OPEN
Rajiv Lal;
(1990)
  • Journal: Marketing Science,volume 9,issue 4,pages299-318
  • Related identifiers: doi: 10.1287/mksc.9.4.299
  • 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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