Monopoly by Contract: The Practice of Franchised Fee and Royalty Rate
DOI:
https://doi.org/10.6000/1929-7092.2014.03.02Keywords:
Monopoly, Franchising, Franchise Fee, Royalty RateAbstract
This paper uses a theoretical framework and a by use of a franchising model will examine the practice of charging a franchise fee for the use of the trademark and will show how this practice by controlling the number of franchised operations enables franchisor to extract monopoly profit. Paper will further examine the conditions which the joint practice of franchise fee and royalty rate allows extraction of monopoly rent.References
Alchian, A.A. and Demsetz, H. 1972. ""Production, information costs, and economic organization"", American Economic Review, Vol. 62, Pp. 777-95. http://www.aeaweb.org/aer/index.php
Bacus, D.A., M.S. Bacus, and S.E. Human.1993. ""Choosing a Franchise: How Base Fees And Royalties Relate to the Value of the Franchise,"" Journal of Small Business Management 31(3), Pp.91-104. http://onlinelibrary.wiley.com/ journal/10.1111/(ISSN)1540-627X
Carney, M., and E. Gedajlovic. 1991). ""Theoretical Integration in Franchise Systems: Agency Theory and Resource Explanations,"" Strategic Management Journal 12, Pp.607-629. http://smj.strategicmanagement.net/
http://dx.doi.org/10.1002/smj.4250120804
Castrogiovanni, GJ., R.T. Justis, and S.D. Julian. 1993. ""Franchise Failure Rates: An Assessment of Magnitude and Influencing Factors,"" Journal of Small Business Management (April), Pp.105-114. http://onlinelibrary.wiley.com/journal/10.1111/ (ISSN)1540-627X
Caves, R., and W. Murphy.1976. ""Franchising: Firms, Markets and Intangible Assets,""' Southern Economic Journal 42, Pp.572-586. http://ideas.repec.org/s/sej/ancoec.html
http://dx.doi.org/10.2307/1056250
Coase, R. 1937. ""The nature of the firm"", Economica, Vol. 4, Pp. 386-405. http://onlinelibrary.wiley.com/journal/10.1111/ (ISSN)1468-0335
http://dx.doi.org/10.1111/j.1468-0335.1937.tb00002.x
Combs, J.G., and GJ. Castrogiovanni. 1994. ""Franchisor Strategy: A Proposed Model and Empirical Test of Franchise versus Company Ownership,"" Journal of Small Business Management 32(2), Pp.37-48. http://onlinelibrary.wiley.com/ journal/10.1111/(ISSN)1540-627X
Cox, Juliet and Colin Mason. 2009. ""Franchise network restructuring: Pressures, constraints and mechanisms"" Entrepreneurship & Regional Development Vol. 21, Nos. 5–6, September–November 2009, 503–527 http://www.ingentaconnect.com/ content/routledg/tepn
http://dx.doi.org/10.1080/08985620802365178
Cronin, J.J. and Taylor, S.A. 1992. ""Measuring the quality of services: a reexamination and extension"", Journal of Marketing, Vol. 56, Pp. 55-68. http://www.amaorders.com/ productdetail.aspx?id=jminstus
http://dx.doi.org/10.2307/1252296
Current, J.R., and J.E. Storbeck. 1994. ""A Multiobjective Approach to Design Franchise Outlet Networks,"" Journal of the Operational Research Society 45(1), Pp. 71-81. http://www.palgrave-journals.com/jors/index.html
Dahlstrom, R. and A. Nygaard. 1994. ""A Preliminary Investigation of Franchised Oil Distribution in Norway,"" Journal of Retailing 70(2), Pp.179-191. http://www.journals.elsevier.com/journal-of-retailing/
http://dx.doi.org/10.1016/0022-4359(94)90014-0
Hunt, S.D. 1973. ""The Trend Toward Company-Operated Units in Franchise Chains,"" Journal of Retailing 49(2), Pp.3-12. http://www.journals.elsevier.com/journal-of-retailing/
Hunt, S.D., and J.R. Nevi. 1974. ""Power in a Channel of Distribution: Sources and Consequences,"" Journal of Marketing Research XI, Pp.186-193. http://www.amaorders.com/catalog.aspx? catid=JournalMarketingResearch
http://dx.doi.org/10.2307/3150557
Inaba, Frederick S. 1980. ""Franchising: Monopoly by Contract"" Southern Economic Journal (April), Pp. 65-72. http://ideas. repec.org/s/sej/ancoec.html
http://dx.doi.org/10.2307/1057061
International Franchise Association. 2013. ""Franchising,"" retrieved from http://buildingopportunity.franchise.org/
Kaufmann, PJ. and V.K. Rangan. 1990. ""A Model for Managing System Conflict during Franchise Expansion,"" Journal of Retailing 66(2), Pp.155-173. http://www.journals.elsevier. com/journal-of-retailing/
Krueger, A.B. 1991. ""Ownership, Agency, and Wages: An Examination of Franchising in the Fast Food Industry,"" Quarterly Journal of Economics 106, Pp.75-101. http://ideas. repec.org/s/tpr/qjecon.html
http://dx.doi.org/10.2307/2937907
Lafontaine, F. 1992. ""Agency Theory and Franchising: Some Empirical Results,"" Rand Journal of Economics 23(2), Pp. 263-283. http://www.rje.org/
http://dx.doi.org/10.2307/2555988
Lafontaine, F., and PJ. Kaufmann. 1994. ""The Evolution of Ownership Patterns in Franchise Systems,"" Journal of Retailing 70(2), Pp.97-113. http://www.journals.elsevier.com/ journal-of-retailing/
http://dx.doi.org/10.1016/0022-4359(94)90010-8
Lillis, C.M., C.L. Narayana, and J.L. Gilman. 1976. ""Competitive Advantage Variation over the Life Cycle of a Franchise,"" Journal of Marketing, Pp.77-80. http://www.marketingpower. com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/JournalofMarketing.aspx
http://dx.doi.org/10.2307/1251071
Markland, R.K., and R.W. Furst. 1974. ""A Conceptual Model for Analyzing Discrete Alternative Franchising Portfolios: Design and Validation,"" Operational Research Quarterly 25, Pp. 267-281. http://www.palgrave-journals.com/jors/free_articles.html
Martin, R. 1988. ""Franchising and Risk Management,"" American Economic Review 78(5), Pp. 954-968. http://www.aeaweb. org/aer/index.php
Mathewson, G., and R. Winter. 1985. ""The Economics of Franchise Contracts,"" Journal of Law and Political Economics 28, Pp.503-26. http://ideas.repec.org/s/ucp/jlawec.html
http://dx.doi.org/10.1086/467099
Michael, S.C. 2000. ""The effect of organizational form on quality: the case of franchising"", Journal of Economic Behavior and Organization, Vol. 43 No. 3, pp. 295-318. http://www.journals. elsevier.com/journal-of-economic-behavior-and-organization/
http://dx.doi.org/10.1016/S0167-2681(00)00125-6
Murphy T.H. 1970. “The Impact of Franchising on Small Business Part I” US Government Printing Office Washington (1970), P. 204
Oxenfelt, A.R., and A.O. Kelly. 1968-69. ""Will Successful Systems Ultimately become Wholly-Owned Chains?"" Journal of Retailing, Pp. 44(49), 69-83. http://www.journals.elsevier. com/journal-of-retailing/
Ozanne DBA and Hunt SD. 1971. “the economics effects of franchising” select committee on small business United State Senate, Sept 8 1971
Perryman, Alexa A. and James G. Combs. 2012. ""Who Should Own It? An Agency-Based Explanation for Multi-Outlet Ownership and Co-Location in Plural Form Franchising,"" Strategic Management Journal, 33 (4), 368-86. http://smj. strategicmanagement.net/
http://dx.doi.org/10.1002/smj.1947
Romano, R. E. 1994. Double moral-hazard and resale price maintenance. Rand Journal of Economics, 25, 455–466. http://www.rje.org/
http://dx.doi.org/10.2307/2555772
Rubin, P. 1978. ""The Theory of the Firm and the Structure of the Franchise Contract,"" Journal of Law and Economics,21, Pp. 223-233. http://www.law.uchicago.edu/coase-sandor/ journals/jle
http://dx.doi.org/10.1086/466918
Shane, Scott. 2005. From Ice Cream to the Internet: Using Franchising to Drive the Growth and Profits of Your Company. Upper Saddle River, NJ: Prentice Hall.
Sen, K.C. 1993. ""The Use of Initial Fees and Royalties in Business-Format Franchising,"" Managerial and Decision Economics 14(2), Pp.175-190. http://onlinelibrary.wiley.com/journal/ 10.1002/(ISSN)1099-1468
http://dx.doi.org/10.1002/mde.4090140209
Stiglitz, J.E. 1974. ""Incentives and risk-sharing in sharecropping"", Review of Economics Studies, Vol. 41, Pp. 219-55. http://www.restud.com/
http://dx.doi.org/10.2307/2296714
Shelton, J.P. 1967. ""Allocative Efficiency vs 'X-Efficiency': Comment,"" American Economic Review, LVIII, Pp.1252-1258. http://www.aeaweb.org/aer/index.php
Thomas, W.L., MJ. O'Hara, and F.W. Musgrave. 1990. ""The Effects of Ownership and Investment on the Performance of Franchise Systems,"" American Economist,34(1), Pp. 54-61. http://www.americaneconomist.org/
Thompson D.N. 1971. Franchise Operation and antitrust, Lexington., Mass DC Heath and Co.
Thompson, R.S. 1992. ""Company Ownership versus Franchising: Issues and Evidence,"" Journal of Economic Studies 19(4), Pp.31-42. http://www.emeraldinsight.com/products/journals/ journals.htm?id=jes
http://dx.doi.org/10.1108/EUM0000000000165
Thompson, R.S. 1994. ""The Franchise Life Cycle and the Penrose Effect,"" Journal of Economic Behavior and Organization 24(2), Pp.207-218. http://www.journals.elsevier.com/journal-of-economic-behavior-and-organization/
http://dx.doi.org/10.1016/0167-2681(94)90027-2
Vaugh C L. 1974. Franchising Lexington Mass DC Heath and Co
Williamson G.1992. Franchising in Australia: The Practical Guide to All the Promises and Pitfalls. Australia: Alien & Unwin Pty Ltd.
Williamson, Oliver E. 1996. The Mechanisms of Governance. New York: Oxford University Press.
Woll, M. 1968-69. ""Sources of Revenue to the Franchisor and Their Strategic Implications."" Journal of Retailing, 44(4), Pp.14-20. http://www.journals.elsevier.com/journal-of-retailing/
Zupan, Mark A. 1989. ""Non-Price Concessions and the Effect of Franchising Bidding Schemes on Cable Company Costs."" Applied Economics 21(3), Pp. 305-323. http://www. tandfonline.com/toc/raec20/current#.UtxiEU0o45s
http://dx.doi.org/10.1080/758522549
Bacus, D.A., M.S. Bacus, and S.E. Human.1993. ""Choosing a Franchise: How Base Fees And Royalties Relate to the Value of the Franchise,"" Journal of Small Business Management 31(3), Pp.91-104. http://onlinelibrary.wiley.com/ journal/10.1111/(ISSN)1540-627X
Carney, M., and E. Gedajlovic. 1991). ""Theoretical Integration in Franchise Systems: Agency Theory and Resource Explanations,"" Strategic Management Journal 12, Pp.607-629. http://smj.strategicmanagement.net/
http://dx.doi.org/10.1002/smj.4250120804
Castrogiovanni, GJ., R.T. Justis, and S.D. Julian. 1993. ""Franchise Failure Rates: An Assessment of Magnitude and Influencing Factors,"" Journal of Small Business Management (April), Pp.105-114. http://onlinelibrary.wiley.com/journal/10.1111/ (ISSN)1540-627X
Caves, R., and W. Murphy.1976. ""Franchising: Firms, Markets and Intangible Assets,""' Southern Economic Journal 42, Pp.572-586. http://ideas.repec.org/s/sej/ancoec.html
http://dx.doi.org/10.2307/1056250
Coase, R. 1937. ""The nature of the firm"", Economica, Vol. 4, Pp. 386-405. http://onlinelibrary.wiley.com/journal/10.1111/ (ISSN)1468-0335
http://dx.doi.org/10.1111/j.1468-0335.1937.tb00002.x
Combs, J.G., and GJ. Castrogiovanni. 1994. ""Franchisor Strategy: A Proposed Model and Empirical Test of Franchise versus Company Ownership,"" Journal of Small Business Management 32(2), Pp.37-48. http://onlinelibrary.wiley.com/ journal/10.1111/(ISSN)1540-627X
Cox, Juliet and Colin Mason. 2009. ""Franchise network restructuring: Pressures, constraints and mechanisms"" Entrepreneurship & Regional Development Vol. 21, Nos. 5–6, September–November 2009, 503–527 http://www.ingentaconnect.com/ content/routledg/tepn
http://dx.doi.org/10.1080/08985620802365178
Cronin, J.J. and Taylor, S.A. 1992. ""Measuring the quality of services: a reexamination and extension"", Journal of Marketing, Vol. 56, Pp. 55-68. http://www.amaorders.com/ productdetail.aspx?id=jminstus
http://dx.doi.org/10.2307/1252296
Current, J.R., and J.E. Storbeck. 1994. ""A Multiobjective Approach to Design Franchise Outlet Networks,"" Journal of the Operational Research Society 45(1), Pp. 71-81. http://www.palgrave-journals.com/jors/index.html
Dahlstrom, R. and A. Nygaard. 1994. ""A Preliminary Investigation of Franchised Oil Distribution in Norway,"" Journal of Retailing 70(2), Pp.179-191. http://www.journals.elsevier.com/journal-of-retailing/
http://dx.doi.org/10.1016/0022-4359(94)90014-0
Hunt, S.D. 1973. ""The Trend Toward Company-Operated Units in Franchise Chains,"" Journal of Retailing 49(2), Pp.3-12. http://www.journals.elsevier.com/journal-of-retailing/
Hunt, S.D., and J.R. Nevi. 1974. ""Power in a Channel of Distribution: Sources and Consequences,"" Journal of Marketing Research XI, Pp.186-193. http://www.amaorders.com/catalog.aspx? catid=JournalMarketingResearch
http://dx.doi.org/10.2307/3150557
Inaba, Frederick S. 1980. ""Franchising: Monopoly by Contract"" Southern Economic Journal (April), Pp. 65-72. http://ideas. repec.org/s/sej/ancoec.html
http://dx.doi.org/10.2307/1057061
International Franchise Association. 2013. ""Franchising,"" retrieved from http://buildingopportunity.franchise.org/
Kaufmann, PJ. and V.K. Rangan. 1990. ""A Model for Managing System Conflict during Franchise Expansion,"" Journal of Retailing 66(2), Pp.155-173. http://www.journals.elsevier. com/journal-of-retailing/
Krueger, A.B. 1991. ""Ownership, Agency, and Wages: An Examination of Franchising in the Fast Food Industry,"" Quarterly Journal of Economics 106, Pp.75-101. http://ideas. repec.org/s/tpr/qjecon.html
http://dx.doi.org/10.2307/2937907
Lafontaine, F. 1992. ""Agency Theory and Franchising: Some Empirical Results,"" Rand Journal of Economics 23(2), Pp. 263-283. http://www.rje.org/
http://dx.doi.org/10.2307/2555988
Lafontaine, F., and PJ. Kaufmann. 1994. ""The Evolution of Ownership Patterns in Franchise Systems,"" Journal of Retailing 70(2), Pp.97-113. http://www.journals.elsevier.com/ journal-of-retailing/
http://dx.doi.org/10.1016/0022-4359(94)90010-8
Lillis, C.M., C.L. Narayana, and J.L. Gilman. 1976. ""Competitive Advantage Variation over the Life Cycle of a Franchise,"" Journal of Marketing, Pp.77-80. http://www.marketingpower. com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/JournalofMarketing.aspx
http://dx.doi.org/10.2307/1251071
Markland, R.K., and R.W. Furst. 1974. ""A Conceptual Model for Analyzing Discrete Alternative Franchising Portfolios: Design and Validation,"" Operational Research Quarterly 25, Pp. 267-281. http://www.palgrave-journals.com/jors/free_articles.html
Martin, R. 1988. ""Franchising and Risk Management,"" American Economic Review 78(5), Pp. 954-968. http://www.aeaweb. org/aer/index.php
Mathewson, G., and R. Winter. 1985. ""The Economics of Franchise Contracts,"" Journal of Law and Political Economics 28, Pp.503-26. http://ideas.repec.org/s/ucp/jlawec.html
http://dx.doi.org/10.1086/467099
Michael, S.C. 2000. ""The effect of organizational form on quality: the case of franchising"", Journal of Economic Behavior and Organization, Vol. 43 No. 3, pp. 295-318. http://www.journals. elsevier.com/journal-of-economic-behavior-and-organization/
http://dx.doi.org/10.1016/S0167-2681(00)00125-6
Murphy T.H. 1970. “The Impact of Franchising on Small Business Part I” US Government Printing Office Washington (1970), P. 204
Oxenfelt, A.R., and A.O. Kelly. 1968-69. ""Will Successful Systems Ultimately become Wholly-Owned Chains?"" Journal of Retailing, Pp. 44(49), 69-83. http://www.journals.elsevier. com/journal-of-retailing/
Ozanne DBA and Hunt SD. 1971. “the economics effects of franchising” select committee on small business United State Senate, Sept 8 1971
Perryman, Alexa A. and James G. Combs. 2012. ""Who Should Own It? An Agency-Based Explanation for Multi-Outlet Ownership and Co-Location in Plural Form Franchising,"" Strategic Management Journal, 33 (4), 368-86. http://smj. strategicmanagement.net/
http://dx.doi.org/10.1002/smj.1947
Romano, R. E. 1994. Double moral-hazard and resale price maintenance. Rand Journal of Economics, 25, 455–466. http://www.rje.org/
http://dx.doi.org/10.2307/2555772
Rubin, P. 1978. ""The Theory of the Firm and the Structure of the Franchise Contract,"" Journal of Law and Economics,21, Pp. 223-233. http://www.law.uchicago.edu/coase-sandor/ journals/jle
http://dx.doi.org/10.1086/466918
Shane, Scott. 2005. From Ice Cream to the Internet: Using Franchising to Drive the Growth and Profits of Your Company. Upper Saddle River, NJ: Prentice Hall.
Sen, K.C. 1993. ""The Use of Initial Fees and Royalties in Business-Format Franchising,"" Managerial and Decision Economics 14(2), Pp.175-190. http://onlinelibrary.wiley.com/journal/ 10.1002/(ISSN)1099-1468
http://dx.doi.org/10.1002/mde.4090140209
Stiglitz, J.E. 1974. ""Incentives and risk-sharing in sharecropping"", Review of Economics Studies, Vol. 41, Pp. 219-55. http://www.restud.com/
http://dx.doi.org/10.2307/2296714
Shelton, J.P. 1967. ""Allocative Efficiency vs 'X-Efficiency': Comment,"" American Economic Review, LVIII, Pp.1252-1258. http://www.aeaweb.org/aer/index.php
Thomas, W.L., MJ. O'Hara, and F.W. Musgrave. 1990. ""The Effects of Ownership and Investment on the Performance of Franchise Systems,"" American Economist,34(1), Pp. 54-61. http://www.americaneconomist.org/
Thompson D.N. 1971. Franchise Operation and antitrust, Lexington., Mass DC Heath and Co.
Thompson, R.S. 1992. ""Company Ownership versus Franchising: Issues and Evidence,"" Journal of Economic Studies 19(4), Pp.31-42. http://www.emeraldinsight.com/products/journals/ journals.htm?id=jes
http://dx.doi.org/10.1108/EUM0000000000165
Thompson, R.S. 1994. ""The Franchise Life Cycle and the Penrose Effect,"" Journal of Economic Behavior and Organization 24(2), Pp.207-218. http://www.journals.elsevier.com/journal-of-economic-behavior-and-organization/
http://dx.doi.org/10.1016/0167-2681(94)90027-2
Vaugh C L. 1974. Franchising Lexington Mass DC Heath and Co
Williamson G.1992. Franchising in Australia: The Practical Guide to All the Promises and Pitfalls. Australia: Alien & Unwin Pty Ltd.
Williamson, Oliver E. 1996. The Mechanisms of Governance. New York: Oxford University Press.
Woll, M. 1968-69. ""Sources of Revenue to the Franchisor and Their Strategic Implications."" Journal of Retailing, 44(4), Pp.14-20. http://www.journals.elsevier.com/journal-of-retailing/
Zupan, Mark A. 1989. ""Non-Price Concessions and the Effect of Franchising Bidding Schemes on Cable Company Costs."" Applied Economics 21(3), Pp. 305-323. http://www. tandfonline.com/toc/raec20/current#.UtxiEU0o45s
http://dx.doi.org/10.1080/758522549
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2014-02-04
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Ramjerdi, M. H. (2014). Monopoly by Contract: The Practice of Franchised Fee and Royalty Rate. Journal of Reviews on Global Economics, 3, 7–14. https://doi.org/10.6000/1929-7092.2014.03.02
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