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MARKET PENETRATION AND LOCATIONAL CONFLICT IN FRANCHISE SYSTEMS*

1980; Wiley; Volume: 11; Issue: 1 Linguagem: Inglês

10.1111/j.1540-5915.1980.tb01125.x

1540-5915

Richard E. Zeller, Dale D. Achabal, Lawrence A. Brown,

Merger and Competition Analysis

Abstract This paper addresses the questions of market penetration and locational conflict in a franchise system of distribution. The models developed provide a means to evaluate alternative scenarios and the effects of various franchise policies. It is shown that the market penetration and location goals of the members of a franchise system coincide only under a very limited set of circumstances.