Kellogg's and General Mills Are Two of the Dominant Breakfast

question 244

Multiple Choice

Kellogg's and General Mills are two of the dominant breakfast cereal manufactures in the U.S. Each firm can either sign or not sign an exclusive contract with an Olympian gold-medal athlete to appear on the cover of a cereal box. Both Kellogg's and General Mills have signed athletes in 2008, Michael Phelps and Nastia Liukin, respectively. What does this suggest about the outcome of the oligopoly game?

• A) The highest profits are when both companies sign.
• B) The best outcome, in terms of profit, is where both companies sign.
• C) The Nash equilibrium must be that both companies sign.
• D) The Nash equilibrium must be that both companies sign and this always leads to the highest profits.

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Definitions:

Franchisor

A business entity that grants the license to a third party for the conducting of a business under the franchisor's marks.

Franchise Revenue

Income generated from the operation of a franchised business model, typically including fees and royalties paid by franchisees.

Matching Principle

An accounting principle that dictates expenses should be matched with the revenues they help generate, within the same accounting period.

Franchise Arrangements

Agreements where one party (the franchisor) grants another party (the franchisee) the right to use its trademark or brand name and operate a business under its business model.