exam Flashcards
The licensee generally pays:
a fixed sum when signing the licensing agreement, and then pays a royalty of 2 to 5 percent of sales over the life of the contract
Licensing
one firm (the licensor) will grant to another firm (the licensee) the right to use any kind of expertise
Advantages of licensing
*improve the cost to profit ratio by licensing manufacturing responsibilities to another company
*the opportunity to utilize additional marketing and distribution channels in new geographic locations
Disadvantages of licensing
*fear that a licensee will become a competitor upon expiration of the agreement
*or that it will aggressively seek to market the products outside of its territory
Franchising
a contractual agreement by which the franchisor who owns the business idea and brand, sells (franchises) the right to operate the business in a specified area, subject to compliance with prescribed modus operandi
The franchisee pays …
the franchisee then pays a fee to the franchisor in return for access to the business, the fee is usually made up of a fixed charge on signing the agreement, plus regular payments of royalties-based on sales
Other Franchising requirement
in many cases, the terms of operation of the franchise also require that inputs are purchased from the central franchisor. This requirement is a way of both ensuring consistency of product quality, and also increasing the franchisor’s profits
The role of the franchisor …
is to provide guidance, training and support to the franchisees
The franchisor receives …
the fee and commission income, together with the potential to gain rapid expansion of a business at very low risk.
The biggest difficulty for the franchisor …
is that of successful co-ordination of a wide network of businesses, all with different managers.
In the case of international franchising the risk is …
increased because cultural variations in management styles may greatly impede the use of a common approach.
The Advantages of the Franchising
*it stimulates international trade
* it allows the rapid expansion of the franchisor’s business (with low risks compared to the risks to which the franchisee is exposed)
*the franchisor’s purchasing power can impose smaller costs and can generate higher profits for the franchisee
*the franchisor can help solving some special problems as the company’s location, the obtaining of the registers, of the taxes and of other commitments.
*the possibility of a rapid expansion without reducing the company’s capital.
The Disadvantages of the Franchising - franchiSEE point of view:
*disadvantages are related to the financial side of the contract
*they do not have enough flexibility in the decision making process,
*this too strict control from the franchisor part results in a reduced initiative and creativity from the franchisee part
*difficulties in prolonging the contract or in taking advantage of the accumulated experience at the end of the contract.
*the assistance provided by the owner of the franchise is insufficient.
The Disadvantages of the Franchising - franchiSOR point of view:
*the risk that the beneficiary may not fulfill the contracting obligations,
(by not respecting the quality standard, by not maintaining the brand image)
*the difficulties that can be encountered in exerting control
*the possible competition attempts from the franchisee’s part
The economic risk
represents an alternative (the other being the chance) of the conditions for completing a commercial or financial business
The commercial risk is understood as
the possibility that a future and probable event will cause negative patrimonial consequences to the parties involved in an international commercial contract, the injured party not being able to hold the debtor liable.