컨버전 프랜차이징 전략에 관한 연구-나들가게 사례를 중심으로 = A Study on Conversion Franchising Strategy : The Case of Nadle-Gagae

다국어 초록 (Multilingual Abstract)

This study aims to introduce conversion franchising strategy by utilizing the case of Nadle-Gagae. The case study of Nadle-Gagae shows that conversion franchising to Nadel-Gagae increases sales, the number of customer visits or visiting rates, and the level of satisfaction of store-owner and customer. This implies that conversion franchising benefits conversion franchising company, store-owner, and customer; it can be conducted as a competitive edge or strategy.However, it is limited to conclude that conversion franchising strategy will apply to all general franchising companies by only analysizing the case of Nadle-Gagae, because the business was initiated by government agency or governmental policy. Therefore, the franchising management should consider more conditions or circumstances related to franchising industry

참고문헌 (Reference)

1 지식경제부, "프랜차이즈산업현황 및 발전방안 연구" 2008

2 한국기업평가, "소매유통업의 환경변화와 업태별 주요이슈" 2009

3 Ries, Ri, "마케팅 불변의 법칙" 80-81, 1993

4 Hoffman, Richard C., "Convert to Compete: Competitive Advantage through Conversion Franchising" 41 (41): 187-204, 2003