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Resale Pricing as Part of Franchisor Know-How

Author:
López Fernández, María BegoñaUniovi authority; Perrigot, Rozenn; Basset, Guy
Subject:

franquicias

franchising

precios

reventa

capacidades

Know-How

Publication date:
2020-03-31
Editorial:

Emerald Publishing Limited

Publisher version:
https://dx.doi.org/10.1108/JBIM-05-2018-0145
Citación:
Journal of Business and Industrial Marketing (2020); doi:10.1108/JBIM-05-2018-0145
Abstract:

As franchisees are independent entrepreneurs, one important part of the business format that franchisors are not allowed to impose on their franchisees is resale prices. They are only allowed to indicate a recommended or a maximum price. This study looks further into the capabilities underlying the calculation of resale prices and suggests that price-setting is part of both: the “business know-how” transferred to franchisees and the “organizational know-how”, that is, capabilities developed and kept at the franchisor level.

As franchisees are independent entrepreneurs, one important part of the business format that franchisors are not allowed to impose on their franchisees is resale prices. They are only allowed to indicate a recommended or a maximum price. This study looks further into the capabilities underlying the calculation of resale prices and suggests that price-setting is part of both: the “business know-how” transferred to franchisees and the “organizational know-how”, that is, capabilities developed and kept at the franchisor level.

URI:
http://hdl.handle.net/10651/54250
ISSN:
0885-8624
DOI:
10.1108/JBIM-05-2018-0145
Patrocinado por:

The authors acknowledge the International Society of Franchising for the Best Paper Award they received at the 2019 conference as well as the Spanish Ministry of Economy and Competitiveness (ECO2017-85704-R) for its valuable support.

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