Coexistence between franchising and the conventional distribution system

MercèClavel Vila and Lluis Martinez-Ribes

European Management Journal, 1989, vol. 7, issue 2, 205-208

Abstract: A company may choose to distribute through franchising in preference to more conventional methods, like wholesaling and retailing - which may be currently in use. The decision rests partly on satisfying three types of customer needs. Converting the company's sales network and technology has rewards and risks. In this period, when both franchising and conventional distribution co-exist, changing the balance requires some skill to reduce conflict and maximise gains.

Date: 1989
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