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The extent, motivation, and effect of tying in franchise contracts

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  • Steven C Michael

    (College of Commerce and Business Administration, University of Illinois Urbana-Champaign, Champaign, IL, USA)

Abstract

Tying in franchise contracts has been the subject of considerable antitrust litigation and theoretical analysis. Tying can enhance efficiency by increasing standardization and reducing monitoring costs, or it can be used with market power for price discrimination. In this paper, I report on the extent of tying among restaurant franchisors and test whether it is motivated by efficiency or market power considerations. The results show that the use of tying is not affected by market share or outlet share in various industry sectors, but it is affected by equipment required and by business strategy. The results are weakly supportive of efficiency and not supportive of market power. Copyright © 2000 John Wiley & Sons, Ltd.

Suggested Citation

  • Steven C Michael, 2000. "The extent, motivation, and effect of tying in franchise contracts," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 21(5), pages 191-201.
    • Handle: RePEc:wly:mgtdec:v:21:y:2000:i:5:p:191-201
    DOI: 10.1002/mde.982
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    References listed on IDEAS

    as
    1. Brickley, James A. & Dark, Frederick H., 1987. "The choice of organizational form The case of franchising," Journal of Financial Economics, Elsevier, vol. 18(2), pages 401-420, June.
    2. 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.
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    Cited by:

    1. Weaven, Scott & Baker, Brent L. & Edwards, Chase & Frazer, Lorelle & Grace, Debra, 2018. "Predicting organizational form choice from pre-entry characteristics of franchisees," Australasian marketing journal, Elsevier, vol. 26(1), pages 49-58.
    2. Vanesa Solís-Rodríguez & Manuel González-Díaz, 2017. "Differences in contract design between successful and less successful franchises," European Journal of Law and Economics, Springer, vol. 44(3), pages 483-502, December.

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