Independent local businesses can better resist national retailers than trade-name affiliated franchises, according to a new study conducted by Alice Steward, a professor of management in the business college at Ohio State. The study, appearing in the March 1998 edition of the Journal of Business Venturing, surveyed 307 small hardware stores in seven metropolitan areas.”I am constantly busy and the business has not been affected by franchise retailers,” said Don Olhan, an employee of Gahanna Hardware.Olhan said the store has regular customers and he keeps a good relationship with them by verifying names and using his knowledge of products.Trade-name franchises are stores which have the same name as others in the chain but each store is independently owned.The study found that trade-name franchises emphasize low prices over services, which is essential to succeed against a competitor that has a price advantage.Customers are willing to pay more to get better assistance, Steward said. Trade-name franchises also lose their brand recognition once giant retailers, such as Home Depot, enter the market.Some trade-name franchises still claim they have appealing quality services and knowledge.Steve Fraizer, the store manager of Ace Hardware on West Broad Street, said he is not concerned if a Home Depot arrives in Columbus.”We will not plan any strategy against Home Depot, but will continue our services to keep customers,” Fraizer said. He said he is confident their services will be able to maintain sales.Zettler Hardware True Value Store manager Michael Zettler, whose grandfather started the business sixty years ago, said the issue is how many franchise stores will survive once the super-store comes in.”My store has an average of 6,000 customers per month and a good return policy,” he said. “I also listen to customers and assist them right away.”Independent business are not necessarily better than franchises, said Robert Shieh, Certified Business Analysis of Small Business Center, Columbus Chamber of Commerce. Practicing good management is a more decisive factor to sustain in small businesses.Steward said the result of this study can be applied to other business arenas, especially those in retail. “The more important thing is understanding your customers and being able to focus on things are knowledge-based services, like giving expert advice and answering technical questions,” he said.