Using Websites to Recruit Franchisee Candidates

López-Fernández, Begoña; Perrigot, Rozenn

doi:10.1016/j.intmar.2018.02.003

Cited by 7 publications

(4 citation statements)

References 64 publications

(154 reference statements)

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“…The preponderance of topics reflect the 'outside-in' perspective in B2B marketing and are devoted to sales-based digital capabilities. These included: return on engagement activities within B2B relationships (Guesalaga, 2016); customer relationship management in post-sales service (Agnihotri, Trainor, Itani, & Rodriguez, 2017); as well as digital sales resources deployed to identify franchisees (López-Fernández & Perrigot, 2018). Sales-based studies are complemented by intra-firm digital relationships such as the work by Li, Guo, Cao, and Li (2018) on internal branding, as well as the higherorder exploitation of resources deployed to deliver innovation (Hardwick & Anderson, 2019;Zahay, Hajli, & Sihi, 2018) and advanced coordination, collaboration, and integration capabilities between firms and platforms (Laczko et al, 2019;Mallapragada, Grewal, Mehta, & Dharwadkar, 2015).…”

Section: Digital Relationshipsmentioning

confidence: 99%

The digital marketing capabilities gap

Herhausen

Miočević

Morgan

et al. 2020

Industrial Marketing Management

174

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Section: Digital Relationshipsmentioning

confidence: 99%

The digital marketing capabilities gap

Herhausen

Miočević

Morgan

et al. 2020

Industrial Marketing Management

174

View full text Add to dashboard Cite

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“…[…] In general, they're always looking to make more money. (Weaven et al, 2010;López-Fernández and Perrigot, 2018;Evanschitzky et al, 2016). Franchisee complaints could be minimized with an appropriate selection of franchisee candidates with an internal locus of control.…”

Section: Higher Profitability As a Constant Objectivementioning

confidence: 99%

“Conflict-performance assumption” or “performance-conflict assumption”: Insights from franchising

Perrigot

López-Fernández

Basset

2020

Journal of Retailing and Consumer Services

Self Cite

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Franchising is an organizational governance form where relational and formal contracts complement each other and where franchisor and franchisees together may obtain better performance than working alone. Although relational contracts may adapt to changing environments, they are not as efficient in ambiguous settings. In franchised stores, liability for low performance is not always clear. Indeed, franchisor and franchisees work in close collaboration, and, therefore, this ambiguity on causes of low performance may lead to conflicts. The franchising literature, as far as we know, has addressed practitioners' concerns regarding performance on one side, and conflicts on the other side, but no study has exclusively focused on low performance and the emergence of conflicts. Our research contributes to the franchising literature by filling this relative gap and, contrary to "conflictperformance assumption" (Pearson, 1973; Duarte and Davies, 2003) held in the broader context of distribution channels, we consider low performance to be a cause, rather than a consequence, of franchisor/franchisee conflicts. This empirical study deals with franchising in France, the leading market in franchising in Europe and the third largest in the world. We used a qualitative approach based on 44 in-depth interviews with 27 franchisors and executives/high-level managers of franchise chains, as well as 17 franchisees from various industries to get a dual, and so more complete, assessment of franchising practitioners' views of performance-related conflicts. Our research findings show that franchisees, as independent small business owners, give priority to financial results compared to other goals and they are driven to continuously improve the performance of their store(s). When expectations are not met, franchisees sometimes blame franchisors because they are interdependent in their success and liability is not straightforward. As a collaborative team, franchisors and franchisees may benefit from minimizing conflicts and preventing them with the careful selection and management of franchisees that share franchisor's values and have internal locus of control.

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“…In a dynamically changing market environment, there is a large imbalance in the level of marketing. There are many studies devoted to mine sales-based digital capabilities, such as customer relationship management in post-sales service (Agnihotri et al, 2017) and digital sales resources deployment (Lopez-Fernandez and Perrigot, 2018) in the digital marketing. The core of sales forecasting is to estimate and judge the unknown market.…”

Section: Introductionmentioning

confidence: 99%

M-GAN-XGBOOST model for sales prediction and precision marketing strategy making of each product in online stores

Wang

Yang

2021

DTA

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PurposeThe rapid development of e-commerce has brought not only great convenience to people but a great challenge to online stores. Phenomenon such as out of stock and slow sales has been common in recent years. These issues can be managed only when the occurrence of the sales volume is predicted in advance, and sufficient warnings can be executed in time. Thus, keeping in mind the importance of the sales prediction system, the purpose of this paper is to propose an effective sales prediction model and make digital marketing strategies with the machine learning model.Design/methodology/approachBased on the consumer purchasing behavior decision theory, we discuss the factors affecting product sales, including external factors, consumer perception, consumer potential purchase behavior and consumer traffic. Then we propose a sales prediction model, M-GNA-XGBOOST, using the time-series prediction that ensures the effective prediction of sales about each product in a short time on online stores based on the sales data in the previous term or month or year. The proposed M-GNA-XGBOOST model serves as an adaptive prediction model, for which the instant factors and the sales data of the previous period are the input, and the optimal computation is based on the proposed methodology. The adaptive prediction using the proposed model is developed based on the LSTM (Long Short-Term Memory), GAN (Generative Adversarial Networks) and XGBOOST (eXtreme Gradient Boosting). The model inherits the advantages among the algorithms with better accuracy and forecasts the sales of each product in the store with instant data characteristics for the first time.FindingsThe analysis using Jingdong dataset proves the effectiveness of the proposed prediction method. The effectiveness of the proposed method is enhanced and the accuracy that instant data as input is found to be better compared with the model that lagged data as input. The root means squared error and mean absolute error of the proposed model are found to be around 11.9 and 8.23. According to the sales prediction of each product, the resource can be arranged in advance, and the marketing strategy of product positioning, product display optimization, inventory management and product promotion is designed for online stores.Originality/valueThe paper proposes and implements a new model, M-GNA-XGBOOST, to predict sales of each product for online stores. Our work provides reference and enlightenment for the establishment of accurate sales-based digital marketing strategies for online stores.

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Using Websites to Recruit Franchisee Candidates

Cited by 7 publications

References 64 publications

The digital marketing capabilities gap

The digital marketing capabilities gap

“Conflict-performance assumption” or “performance-conflict assumption”: Insights from franchising

M-GAN-XGBOOST model for sales prediction and precision marketing strategy making of each product in online stores

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