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| Author: | Minkler, A. |
| Title: | Why Firms Franchise: A Search Cost Theory |
| Journal: | Journal of Institutional and Theoretical Economics
1992 : JUNE, VOL. 148, p.240-259 |
| Index terms: | FRANCHISING PRODUCTION COSTS DISTRIBUTION |
| Language: | eng |
| Abstract: | It is examined why franchising exists. One explanation may be that franchisees have superior knowledge initially and over time about local markets and so they enjoy low search costs relative to the franchisor. A simple model is introduced which includes franchisee decision making, search and learning by the franchisor. |
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