Original paper
The Case for Franchise Encroachment
Abstract
As franchisors add same brand outlets to a geographical market, the resulting “encroachment” from multiple locations creates conflict via revenue cannibalization. We empirically explore the possibility that encroachment could, in fact, have the opposite effect by increasing revenues as more same brand units are added. In particular, we propose that same brand units create a spillover effect that can heighten joint revenues from multiple units....
Paper Details
Title
The Case for Franchise Encroachment
Published Date
Jan 1, 2015
Journal
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Notes
History