The goal of this article is to demonstrate how signaling support services and contractual arrangements that create value for incumbent franchisees can help to create value for the whole network by attracting prospective franchisees.
Lucia-Palacios, Laura; Bordonaba-Juste, Victoria; Madanoglu, Melih; and Alon, Ilan, "Quality Signals and Franchising Growth" (2014). Faculty Publications. 95.
Journal of Services Marketing