【摘要】 本文探讨了特许经营的本质,分析了目标分歧的主要表现形式,并着重对特许经营中的目标分歧进行了经济学解释。分析结果表明,因为特许双方利润最大化价格决策的不同,双方必然会存在目标分歧。特许方的"利他"行为可以协调目标分歧。更多还原

【Abstract】 The analysis provided in this article involves the nature of the franchising system, with special focus on respective goals between the franchisor-franchisee dyads. Then an explanation of why there would be difference is presented, using microeconomics theory. Some suggestions are also made to harmonize their goals.更多还原