Mike Leven is the president and co-founder of US Franchise Systems (USFS), one of the nation's fastest growing hotel companies. Its franchises include Microtel Inn & Suites, Hawthorne Suites and Best Inns and Suites. If a franchisee were to conduct market research on the motel preferences of a frequent business traveler, conflict could arise as the franchisee and USFS decide who own the research results. This would be an example of:

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This situation represents channel ambiguity, which occurs when there is confusion or uncertainty about the roles and responsibilities of different channel members. In this case, it is not clear who owns the research results and how they should be used. This lack of clarity can lead to conflict and tension between the franchisee and USFS.

Mike Leven Is the President and Co-Founder of US Franchise