Martín-Herrán, Guiomar; Sigué, Simon Pierre; … - In: European Journal of Operational Research 213 (2011) 3, pp. 526-537
The effects of price competition and advertising spillover on franchisees' decision to cooperate and on franchisor's contractual preferences are investigated. We show that the franchisees' decision to cooperate or not depends on the type of franchise contracts. Under exclusive territory...