Franchising

A special type of vertical relationship between two firms usually referred to as the "franchisor" and "franchisee".  The two firms generally establish a contractual relationship where the franchisor sells a proven product, trademark or business method and ancillary services to the individual franchisee in return for a stream of royalties and other payments.  The contractual relationship may cover such matters as product prices, advertising, location, type of distribution outlets, geographic area, etc.  Franchise agreements generally fall under the purview of competition laws, particularly those provisions dealing with vertical restraints.

 

Franchise agreements may facilitate entry of new firms and/or products and have efficiency enhancing benefits.  However, franchising agreements in certain situations can restrict competition as well.