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Strategic interactions in traditional franchise systems: Are franchisors always better off?

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  • Martín-Herrán, Guiomar
  • Sigué, Simon Pierre
  • Zaccour, Georges

Abstract

The effects of price competition and advertising spillover on franchisees' decision to cooperate and on franchisor's contractual preferences are investigated. We show that the franchisees' decision to cooperate or not depends on the type of franchise contracts. Under exclusive territory contracts, any mode of play between franchisees give the same profits to the franchisees and franchisor. Contracts that allow price competition and well targeted local advertising offer a good ground for horizontal cooperation, which may or may not benefit the franchisor depending on whether the prices are strategic substitutes or strategic complements. Contracts in which price competition is allowed and the burden of advertising decisions is totally transferred to the franchisor lead to cooperation between franchisees at the expense of the franchisor. Franchisees do not cooperate to the benefit of the franchisor if local advertising is predatory and price competition is not allowed in the contract, but franchisees are given the responsibility to undertake local advertising. Also, the franchisor endorses cooperation between franchisees when local advertising has a public good nature, but such a cooperation may never occur when the impact of local advertising on demand is significant. We finally show that while some contracts always dominate others, the choice of a franchise contract may also depend on local competition and/or the franchise goodwill.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:ejores:v:213:y:2011:i:3:p:526-537
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    Cited by:

    1. Hua Ke & Shujun Ye & Yutong Mo, 2022. "A comparison between the wholesale model and the agency model with different launch strategies in the book supply chain," Electronic Commerce Research, Springer, vol. 22(4), pages 1491-1513, December.
    2. Martín-Herrán, Guiomar & Rubio, Santiago J., 2021. "On coincidence of feedback and global Stackelberg equilibria in a class of differential games," European Journal of Operational Research, Elsevier, vol. 293(2), pages 761-772.
    3. Fuxiao Lu & Guowei Liu & Jianxiong Zhang & Wansheng Tang, 2016. "Benefits of partial myopia in a durable product supply chain considering pricing and advertising," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 67(10), pages 1309-1324, October.
    4. Kenji Matsui & Yushi Tsunoda, 2022. "Effectiveness of exclusive territories by competing manufacturers managing dual‐channel supply chains," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(4), pages 1015-1024, June.
    5. 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.

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