Need help with the following 2 questions. Please include references. thks

1- A company has just launched a franchising opportunity. Discuss the two factors that would determine its franchise value. What if the company was known for differentiating? How would this affect its franchise value?

2- Technical analysis is largely based on the assumption that trends persist. Contrast and discuss how technical analysts and efficient market advocates would each address high volatility in a market. Is one approach more suitable than other to guide investment decisions in a highly volatile market?