In 2001, the United Parcel Service (UPS) purchased the entire Mail Boxes Etc. (MBE) franchise system. After test marketing several new concepts in 2003, the corporation strongly encouraged franchise owners to reposition their MBE outlets as “The UPS Store.” Joseph and Courtney Morris, owners of a thriving MBE outlet, faced a quandary: should they retain their well–established MBE identity, adopt the new UPS brand name, or sell their franchise outright? The case incorporates both family issues and business factors as the franchisees struggle with a decision that could have significant impacts on their financial future.
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