Some companies disdain franchising because it means putting an intermediary between themselves and their customers. Their attitude
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Some companies disdain franchising because it means putting an intermediary between themselves and their customers. Their attitude is that one less intermediary is one less person to remunerate. Hence, they prefer to own their stores themselves. Are they right? Why would a firm with great brand equity (or the intention to build it) entrust its stores to a franchisee?
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Related Book For 
Marketing Channels
ISBN: 9780131913462
7th Edition
Authors: Anne Coughlan, Erin Anderson, Louis W Stern, Adel I El Ansary
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