Oxenfeldt and Kelly argue somewhat tongue in cheek, that franchising as a vertical market structure is advantageous to a successful franchisor primarily in the early stages of his market expansion. They also suggest that this market device has further meaning to a would‐be franchisor for the exploitation of marginal distribution locations. They go on to state that: “If we are correct, it will be clear that the great importance attributed to franchising as a source of investment and employment, and as a haven for independent entrepreneural spirits, is largely mistaken”.
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