Assessing the intangibles transferred in franchise businesses

[EN] In franchise systems, trade relationships between the franchisor and franchisee to exchange intangible resources for a franchise fee and subsequent payments are set up. This article provides data obtained by personal surveys on the restaurant industry franchise system in Mexico. The brand mark established by an initial investment, the time the franchise has operated, and its capacities to make profit are key factors in this exchange. The franchise size and its belonging to the Mexican Franchise Association are other intangible resources transferred in this relationship. © 2011 Springer-Verlag.Rodríguez, A.; Caballer Mellado, V.; Guadalajara Olmeda, MN. (2011). Assessing the intangibles transferred in franchise businesses. Service Business. 5(1):29-46. doi:10.1007/s11628-011-0100-3294651Altinay L, Okumus F (2010) Franchise partner selection decision making. Serv Ind J 30(6):929–946Álvarez Y (2007) Análisis dinámico de la cadena de franquicia. 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