What is a Franchise? The Basics of Franchising Explained
1.
2. A franchise is any arrangement in
which the owner of a trademark,
trade name or copyright has
licensed others to use it in selling
goods or services.
3. FRANCHISEE: A franchisee or
purchaser of a franchise is legally
independent but economically
dependent on the integrated
business system of the franchisor.
5. Leonard J. (1963) describes a franchise as
a process which involves a
manufacturing firm’s selection of a
specific or limited amount of retail
outlets to distribute their products in a
specific manner.
Leonard J. Konopa
Journal of Marketing , Vol. 27, No. 2 (Apr., 1963), pp. 35-37
Published by: American Marketing Association
Article Stable URL: http://www.jstor.org/stable/1248369