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E-Business and Analytics Strategy in Franchising
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Author(s): Ye-Sho Chen (Louisiana State University, USA), Chuanlan Liu (Louisiana State University, USA & Central University of Finance and Economics, China), Qingfeng Zeng (Shanghai University of Finance and Economics, China)and Renato F. L. Azevedo (University of Illinois at Urbana-Champaign, USA)
Copyright: 2018
Pages: 18
Source title:
Operations and Service Management: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-3909-4.ch019
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Abstract
Franchising as a global growth strategy, especially in emerging markets, is gaining its popularity. For example, the U.S. Commercial Service estimated that China, having over 2,600 brands with 200,000 franchised retail stores in over 80 sectors, is now the largest franchise market in the world. The popularity of franchising continues to increase, as we witness an emergence of a new e-business model, Netchising, which is the combination power of the Internet for global demand-and-supply processes and the international franchising arrangement for local responsiveness. The essence of franchising lies in managing the good relationship between the franchisor and the franchisee. In this paper, we showed how e-business and analytics strategy plays an important role in growing and nurturing such a good relationship. Specifically, we discussed: managing the franchisor/franchisee relationship, harnessing the e-business strategy with aligning the e-business strategy with application service providers, an attention-based framework for franchisee training and how big data and business analytics can be used to implement the attention-based framework.
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