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MARKET PENETRATION AND LOCATIONAL CONFLICT IN FRANCHISE SYSTEMS *
Author(s) -
Zeller Richard E.,
Achabal Dale D.,
Brown Lawrence A.
Publication year - 1980
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1980.tb01125.x
Subject(s) - franchise , market penetration , penetration (warfare) , business , microeconomics , industrial organization , economics , marketing , operations research , mathematics
This paper addresses the questions of market penetration and locational conflict in a franchise system of distribution. The models developed provide a means to evaluate alternative scenarios and the effects of various franchise policies. It is shown that the market penetration and location goals of the members of a franchise system coincide only under a very limited set of circumstances.