IDEAS home Printed from https://ideas.repec.org/a/eee/ejores/v198y2009i2p655-665.html
   My bibliography  Save this article

Advertising strategies in a franchise system

Author

Listed:
  • Sigué, Simon Pierre
  • Chintagunta, Pradeep

Abstract

The main question of this research is: Who should undertake promotional and brand-image advertising if the franchisor and franchisees act so as to maximize their respective profits? To address this question, we study a two-stage advertising game between a franchisor and two adjacent franchisees. In the first stage of the game, the franchisor chooses between three advertising models - centralizing or delegating the two types of advertising to the franchisees or delegating only promotional advertising. In the second stage, given the franchisor's choice of an advertising model, the two franchisees decide whether or not to cooperate. Our main findings are that (1) the franchisees should cooperate if the franchisor delegates either both brand-image and promotional advertising or promotional advertising, although cooperation between franchisees does not necessary improve the franchisor's profits. (2) The choice of an advertising arrangement critically depends on the margins as well as the costs of performing both promotional and brand-image advertising. We also discuss the conditions under which the three advertising models should be implemented.

Suggested Citation

  • Sigué, Simon Pierre & Chintagunta, Pradeep, 2009. "Advertising strategies in a franchise system," European Journal of Operational Research, Elsevier, vol. 198(2), pages 655-665, October.
  • Handle: RePEc:eee:ejores:v:198:y:2009:i:2:p:655-665
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0377-2217(08)00774-1
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Pradeep K. Chintagunta & Dipak Jain, 1992. "A Dynamic Model of Channel Member Strategies for Marketing Expenditures," Marketing Science, INFORMS, vol. 11(2), pages 168-188.
    2. Norton, Seth W, 1988. "An Empirical Look at Franchising as an Organizational Form," The Journal of Business, University of Chicago Press, vol. 61(2), pages 197-218, April.
    3. Preyas S. Desai, 1997. "Advertising Fee in Business-Format Franchising," Management Science, INFORMS, vol. 43(10), pages 1401-1419, October.
    4. Gary M. Erickson, 1992. "Empirical Analysis of Closed-Loop Duopoly Advertising Strategies," Management Science, INFORMS, vol. 38(12), pages 1732-1749, December.
    5. Jorgensen, Steffen & Taboubi, Sihem & Zaccour, Georges, 2003. "Retail promotions with negative brand image effects: Is cooperation possible?," European Journal of Operational Research, Elsevier, vol. 150(2), pages 395-405, October.
    6. Mathewson, G Frank & Winter, Ralph A, 1985. "The Economics of Franchise Contracts," Journal of Law and Economics, University of Chicago Press, vol. 28(3), pages 503-526, October.
    7. Rajiv Lal, 1990. "Improving Channel Coordination Through Franchising," Marketing Science, INFORMS, vol. 9(4), pages 299-318.
    8. Rubin, Paul H, 1978. "The Theory of the Firm and the Structure of the Franchise Contract," Journal of Law and Economics, University of Chicago Press, vol. 21(1), pages 223-233, April.
    9. George J. Stigler, 1951. "The Division of Labor is Limited by the Extent of the Market," Journal of Political Economy, University of Chicago Press, vol. 59, pages 185-185.
    10. Wujin Chu & Preyas S. Desai, 1995. "Channel Coordination Mechanisms for Customer Satisfaction," Marketing Science, INFORMS, vol. 14(4), pages 343-359.
    11. Michèle Breton & Ramla Jarrar & Georges Zaccour, 2006. "A Note on Feedback Sequential Equilibria in a Lanchester Model with Empirical Application," Management Science, INFORMS, vol. 52(5), pages 804-811, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chabowski, Brian R. & Hult, G. Tomas M. & Mena, Jeannette A., 2011. "The Retailing Literature as a Basis for Franchising Research: Using Intellectual Structure to Advance Theory," Journal of Retailing, Elsevier, vol. 87(3), pages 269-284.
    2. Sigué, Simon Pierre, 2008. "Consumer and Retailer Promotions: Who is Better Off?," Journal of Retailing, Elsevier, vol. 84(4), pages 449-460.
    3. Zhimin Huang, 2000. "Franchising cooperation through chance cross‐constrained games," Naval Research Logistics (NRL), John Wiley & Sons, vol. 47(8), pages 669-685, December.
    4. Francine Lafontaine & Kathryn L. Shaw, 2005. "Targeting Managerial Control: Evidence from Franchising," RAND Journal of Economics, The RAND Corporation, vol. 36(1), pages 131-150, Spring.
    5. Maruyama, Masayoshi & Yamashita, Yu, 2010. "The logic of franchise contracts: Empirical results of Japan," Japan and the World Economy, Elsevier, vol. 22(3), pages 183-192, August.
    6. Lutz, Nancy A., 1995. "Ownership rights and incentives in franchising," Journal of Corporate Finance, Elsevier, vol. 2(1-2), pages 103-131, October.
    7. Huang, Jian & Leng, Mingming & Liang, Liping, 2012. "Recent developments in dynamic advertising research," European Journal of Operational Research, Elsevier, vol. 220(3), pages 591-609.
    8. Kaufmann, Patrick J. & Dant, Rajiv P., 1996. "Multi-unit franchising: Growth and management issues," Journal of Business Venturing, Elsevier, vol. 11(5), pages 343-358, September.
    9. Hennessy, David A., 2003. "Property rights, productivity, and the nature of noncontractible actions in a franchise system," Journal of Economic Behavior & Organization, Elsevier, vol. 52(4), pages 443-468, December.
    10. Gagné, Robert & Sigué, Simon Pierre & Zaccour, Georges, 1998. "Droit d’entrée et taux de redevance dans les franchises d’exploitation au Québec," L'Actualité Economique, Société Canadienne de Science Economique, vol. 74(4), pages 651-668, décembre.
    11. Kranz, Sebastian & Lewin-Solomons, Shira B., 2008. "Decision Structures in Franchise Systems of the Plural Form," Bonn Econ Discussion Papers 8/2008, University of Bonn, Bonn Graduate School of Economics (BGSE).
    12. Lafontaine, Francine & Bhattacharyya, Sugato, 1995. "The role of risk in franchising," Journal of Corporate Finance, Elsevier, vol. 2(1-2), pages 39-74, October.
    13. Arruñada Benito & Garicano Luis & Vázquez Luis, 2005. "Completing Contracts Ex Post: How Car Manufacturers Manage Car Dealers," Review of Law & Economics, De Gruyter, vol. 1(1), pages 149-173, April.
    14. Masayoshi Maruyama & Yu Yamashita, 2012. "Franchise Fees and Royalties: Theory and Empirical Results," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 40(3), pages 167-189, May.
    15. Cliquet, Gérard & Pénard, Thierry, 2012. "Plural form franchise networks: A test of Bradach’s model," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 159-167.
    16. Jell-Ojobor, Maria & Windsperger, Josef, 2014. "The Choice of Governance Modes of International Franchise Firms — Development of an Integrative Model," Journal of International Management, Elsevier, vol. 20(2), pages 153-187.
    17. Norton, Seth W., 1995. "Is franchising a capital structure issue?," Journal of Corporate Finance, Elsevier, vol. 2(1-2), pages 75-101, October.
    18. Arrunada, Benito & Garicano, Luis & Vazquez, Luis, 2001. "Contractual Allocation of Decision Rights and Incentives: The Case of Automobile Distribution," The Journal of Law, Economics, and Organization, Oxford University Press, vol. 17(1), pages 257-284, April.
    19. Martín-Herrán, Guiomar & Sigué, Simon Pierre & Zaccour, Georges, 2011. "Strategic interactions in traditional franchise systems: Are franchisors always better off?," European Journal of Operational Research, Elsevier, vol. 213(3), pages 526-537, September.
    20. Maruyama, Masayoshi & Yamashita, Yu, 2014. "Revenue versus incentive: Theory and empirical analysis of franchise royalties," Journal of the Japanese and International Economies, Elsevier, vol. 34(C), pages 154-161.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ejores:v:198:y:2009:i:2:p:655-665. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/eor .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.