文档介绍：毕业论文(设计)外文翻译
THE FRANCHISE AND MARKET STRUCTURE- A CASE STUDY*
HUGH L. MOOREAND CHARLESSHERWOOD
Purdue University
RESEARCHERS in market structure are continually identifying additional market characteristics which they feel strategically affect industrial performance. This paper suggests that the franchise for certain constraints industries is a strategic element of market structure and that it establishes certain constraints on market structure, conduct and performance.
Webster's Dictionary states that a franchise is, "the right granted to an individual or groups to market pany's goods or services in a particular manner." Franchise arrangements may vary widely among industries. In some cases the franchise allows the dealer to take full title to the goods and to conduct his business in his own behalf subject to the terms of the franchise. This would be true for example for farm implements and automobiles. Another type of franchise agreement requires the anization to supply the contracting firm with a trade name and other services such as floor plans, management advice, and merchandising and promotional assistance. For these services, royalties are paid. anized into this type of operation include McDonald's Hamburgers, Howard Johnson's and Dairy Queen.
Recently, a study conducted at Purdue University examined the effect of the franchise on Indiana's soft-serve indust