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Variable Royalty Rates for Improving Franchise Channel Coordination *
Author(s) -
Tikoo Surinder,
Nair Suresh K.
Publication year - 1999
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.1540-5915.1999.tb01618.x
Subject(s) - franchise , variable cost , revenue , variable (mathematics) , fixed cost , function (biology) , microeconomics , revenue sharing , industrial organization , volume (thermodynamics) , economics , business , econometrics , mathematics , marketing , finance , mathematical analysis , physics , quantum mechanics , evolutionary biology , biology
A business format franchisor obtains a major part of its revenues from franchise royalties, which are typically a fixed percentage of franchisee gross sales. When a fixed royalty rate is used and the marginal costs of operating the franchise are increasing, the franchisee does not have an incentive to increase sales beyond a certain “optimal” volume. We present a model that recommends the use of a variable franchise royalty rate for extending this optimal sales volume. For a general convex cost function, we show that a new lower rate can be applied to incremental sales beyond the original optimal level. We show that this new rate should be less than half of the original rate when a quadratic cost function is applicable. Adopting a variable royalty rate increases franchisor royalty revenues and franchisee profits.