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Chapter 7. Transaction Analysis > Support Systems and the Franchisor-Franchisee...

Support Systems and the Franchisor-Franchisee Relationship

A significant advantage of a franchise is the creation and expansion of the brand. By brand we mean an SDS with competitive advantages that, by definition, provides consistent value to a customer. The underlying concept of a brand is that the promise made by the franchise can be fulfilled at any of the locations in as exact a manner as possible. Franchises are fond of calling this the “transfer of excellence.” That is how a brand is expanded!

To ensure excellence, most franchisors establish a support system that interacts with the franchisees. It is in this interaction that the brand is maintained and the transfer of knowledge occurs. Let’s look at the transaction analysis of the basic franchise support systems once the franchise is established; see Tables 7-2, 7-3, and 7-4.


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