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Optimizing Franchisee Sales and Business Performance in Retail Food Sector

Author

Listed:
  • Rajagopal

    () (Tecnológico de Monterrey, Campus Ciudad de México)

Abstract

This paper aims at identifying attributes of players in franchising process that contribute in delivering satisfaction in purchasing and operating the outlets in Mexico. The discussion also focuses the impact of cultural diversities in franchisee selection, outlet management and achieving high performance. Franchisee relationship has been evaluated in reference to principal determinants attributing to the enhancement of satisfaction and strengthening franchisor-franchisee ties. It has been observed in the study that performance of franchisee outlets is a function of outlet attraction, supply and manufacturing management, quality, price, and promotional strategies as functional factors. Besides, relational variables including personalized customer services, leisure support and customer convenience also influence the performance of outlets.

Suggested Citation

  • Rajagopal, 2007. "Optimizing Franchisee Sales and Business Performance in Retail Food Sector," Marketing Working Papers 2007-06-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
  • Handle: RePEc:ega:wpaper:200706
    as

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    File URL: http://alejandria.ccm.itesm.mx/egap/documentos/2007-06-MKT.pdf
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    Cited by:

    1. Calderon Monge, María Esther & Huerta, Pilar Angelica, 2015. "Lucro líquido do franqueado: um sinal para a escolha de franquia em época de crise," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 55(6), November.

    More about this item

    Keywords

    Franchising; performance measurement; market demand; sales management; retailing; store organization; pricing; promotional strategies; customer value and business growth;

    JEL classification:

    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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