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Abstract - Quest for Global Competitiveness - Universidad de Puerto ...

Abstract - Quest for Global Competitiveness - Universidad de Puerto ...

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d is cussin g choice of Law/Venue. W ithout c lear t erms of u se, court sm a y start r ulin g again st f ranch i ses wh en conf ronted with compla intsf rom visitors that we r e not told the ru le s of the land. W hen you arethe one with the powe r to <strong>de</strong>sign the website and choose the r ules,yo u a re responsib le f or m a k in g those ru le s c lear ( M i rch in , 2007;M i r ch in, 2009). U.S. f ranchiso rs should be m o re used to the U.S.l e ga l s ystem s. The same is e xpected f or old er f ranchise s ystems ;there<strong>for</strong>e, we hypothesize that:H 10A:U .S. f ranch i so rs ’ and n on -U.S. f ranch iso r ’s websiteswill dif f er on their in clu s ion of c hoic e of Law/Forum .H 10B: O l<strong>de</strong>r f ranch iso r s ’ ( be<strong>for</strong>e 1989) and newe r f ra nch is or s ’we bsit es will d iffer on their in c lu sio n of ch oice ofLaw/ F o rum.H 11A: U .S. f ranch i so rs ’ and n on -U.S. f ranch iso r s websites ’will dif f er on their in clu s ion of their term s of use.H 11B: O l<strong>de</strong>r f ranch iso r s ’ ( be<strong>for</strong>e 1989) and newe r f ra nch is ors ’we bsit es will d iffer on their i nclusion of their terms ofu se.TestimonialsT he u se of test imonia ls can b e a p o we rf ul m arketin g tool whenp romotin g a f ranchise. After a l l, the p rosp ect i ve f ranchisee is<strong>de</strong>fin itely in terested in knowing other people ’s e xperience with thef ranch ise . Ho we ve r, it d oes p re sent ce rtain potentia l le ga l p itfalls,s in ce it c an too easily le ad to f alse adve rt is in g o r specif i c earn in gsc la ims that m a y n ot be m et la ter o n (V ilaf ranco, 2010). If thetest imonia l is a c ommon endorsement of the f ranch ise, withouts pecif ic RO I data or sa le s f i gu res, then it s use i s probably harmle ss.O therwise, it m ay c ommit the f ranchiso r into a greements it neve ri nten<strong>de</strong>d to m ake. In any ca se, the use of testimonia l s m a y b e apotentia l le ga l h eadache . U .S. f ranchiso rs sh ould be m ore u sed tothe U.S. le ga l s ystems. T he same i s e xpe cted f or o l<strong>de</strong>r f ranch ises ystems; there<strong>for</strong>e, we hypothesize that:H12A:U .S. f ranch i so rs ’ and n on -U.S. f ranch iso r s ’ websiteswill dif f er on their use of test imonials.H12B: O l<strong>de</strong>r f ranch iso r s ’ ( be<strong>for</strong>e 1989) and newe r f ra nch is ors ’we bsit es will dif f er on their use of test imonials.10

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