A final limitation of the Jell-Ojobor and Windsperger (2013) model concerns its practicality in testing. A good theory is not only one that is practical but also one that can be tested. It is disappointing that Jell-Ojobor and Windsperger give little guidance as to how their integrative model can be tested. In particular, what are the best references for measuring each of the seven core independent variables (plus some of the moderators which require more information)? More important, what sort of study would be required to test such a model? Would it be franchisors contemplating going to a particular market? Would the dependent variable be a multinomial choice of the ranking of the four choices and then regressed against the seven variables? Could this be done for just one country? What about the behavioral uncertainty being linked to particular partners? How would this be factored in?