Competitive Advantage Variation over The Life Cycle of a Franchise

M UCH recent literature on franchising has dealt with the topic of a trend toward increased franchisor operation of franchisee outlets. By way of explanation of this phenomena Oxenfeldt and Kelley have suggested that the competitive advantages of franchising change, or perhaps deteriorate, over time or across the life cycle of the usual franchise contractual agreement.' Hunt provides empirical evidence in support of the Oxenfeldt-Kelley position that this changing situation manifests itself in the form of increased