Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/14927
Title: Franchising decision support system for formulating a center positioning strategy
Authors: Wu, CH
Ho, GTS
Lam, CHY
Ip, WH 
Keywords: Artificial intelligence
Decision support
Franchising model
Fuzzy logic
Issue Date: 2015
Publisher: Emerald Group Publishing Limited
Source: Industrial management and data systems, 2015, v. 115, no. 5, p. 853-882 How to cite?
Journal: Industrial management and data systems 
Abstract: Purpose - The purpose of this paper is to propose a franchising decision support system (FDSS) for future development planning by center positioning strategy formulation under a franchising business model. Design/methodology/approach - The system makes use of data collected from the franchising business and external environment analysis for decision making in center positioning problems. The fuzzy logic approach is integrated into the system for analyzing the geographical market dynamics including profitability and competitiveness in the district concerned. To demonstrate the application of the proposed FDSS, a case study is conducted in a Hong Kong-based franchising private education center, i.e. Dr I-Kids Education Center. Findings - The tailor made FDSS helps to facilitate the business operations of the franchising education center and develops a district positioning model for the centers located in the 18 districts of Hong Kong. The findings provide a solid foundation for marketing strategy and expansion direction formulation. Originality/value - Due to the globalization of business, managing a growing franchising business model becomes challenging to the franchisor. In order to fully leverage the merits of the franchising system, an intelligent decision support model, focusing on making strategic development plans, is needed so as to expand the scale of business efficiently.
URI: http://hdl.handle.net/10397/14927
ISSN: 0263-5577
EISSN: 1758-5783
DOI: 10.1108/IMDS-10-2014-0291
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

Page view(s)

41
Last Week
4
Last month
Checked on Sep 24, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.