A/10/LLB/003
LAW 403
FRANCHISE
Contract between two legally independent parties
which gives a person or group of people
(franchisee) the right to market a product or
service using the trademark or trade name
(branding) of another business (franchisor);
The Franchisee the right to market a product or
service using the operating methods of the
Franchisor (use of the System -know-how);
the Franchisor the obligation to provide rights and
support to Franchisees
Receives fees
Pays fees
AGENCY COST
General View
The sum of monitoring expenses by the principals; bonding
expenditures of the agent and residual loss from
uncontrollable deviation of the agent from his promise
Agency Cost in Franchise
Franchisees may not work as to forward the franchisors
interests as the franchisor would, or worse, franchisees
may pursue their own interests at the franchisors expense.
Hence to monitor franchisors have to bear a cost
Fiduciary Duty
Fiduciary duty is identified as a legal obligation of
one party to
act in the best interest of another.
Reduces deviances
Conclusions
Fiduciary duties could be used as an
umbrella to reduce agency cost.
It is economic for the franchisor apart from
the other modes to reduce agency cost.
Non-compliance with fiduciary duties have
both legal and non legal drawbacks.
This should be used as a mode of
prevention rather than a mode to redress.
Bibliography
Sitkoff, Robert.H. An Economic Theory of
Agency Law. 2014.
Rodrick, Munday. Agency law and
Principles.2010.
Kaufmann, Patrick.,Dant, Rajiv. Franchising:
Contemporary Issues and Research.New York:
The Hawoth Press Inc. 1995.