Franchisors may frequently misrepresent themselves to
potential franchisees with regard to (1) their abilities,
resources, and prior success and/or (2) their intentions to
continue the relationship (Rubin 1978). Whereas the former
reflects an ex ante inability of franchisees to obtain critical
information with respect to their franchisors' ability and
motivation to perform, the latter represents franchisees' ex
post vulnerability to unanticipated changes or relationship
dissolution at the franchisor's whim. Both situations can
result in serious conflict and potentially "the failure