Our study provides useful guidance to both franchisors
and their franchisees. To franchisors, perhaps the most
important leaming point is the strong evidence we provide
regarding the trade-off between the achievement of immediate
and more long-term objectives. Undoubtedly, by
adopting an aggressive conflict management approach, the
likelihood of the franchisor achieving its immediate purpose
is increased. The "payback" for such aggression, however,
is a demonstrated inability to retain and attract suitable franchisee
partners. Franchisor managers cognizant of this
trade-off' are likely to make better informed conflict resolution
decisions.