Resale Pricing as Part of Franchisor Know-How
Autor(es) y otros:
Palabra(s) clave:
franquicias
franchising
precios
reventa
capacidades
Know-How
Fecha de publicación:
Editorial:
Emerald Publishing Limited
Versión del editor:
Citación:
Resumen:
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.
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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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