Franchising As A Strategic Alliance Model: A Qualitative Research
Table 1:
| Greater market share | Lower uncertainty, |
| Ease of market entry, | Improving resources and capabilities or obtaining new capabilities, |
| Competitive advantage, | Strengthening by combining resources and capabilities, |
| Synergy and competitive advantage, | Incrementing company value, |
| Technology transfer | Obtaining resources and capabilities with alliances |
| Lower Risks, | Efficiency with economy of scale |