E-Business and Big Data Strategy in Franchising

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Author(s): Ye-Sho Chen (Louisiana State University, USA)
Copyright: 2019
Pages: 13
Source title: Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-7766-9.ch011

Keywords: Business & Management / Business Science Reference / Entrepreneurship & Innovation / Marketing

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Abstract

Franchising has been a popular approach to growing a business. Leveraging big data for growing a franchise business is also getting popular. In this chapter, the authors show that building a good “family” relationship between the franchisor and the franchisee is the real essence of franchising, and big data strategy shall be designed to enhance and advance the “family” relationship. Specifically, the authors discuss the strategy of how to make big data “meaningful” in franchising. Future trends on cyber security and sustainability are also discussed.

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