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Book part
Publication date: 30 November 2020

Jihad Mohammad and Farzana Quoquab

Over the last three decades, corporate social responsibility (CSR) has evolved significantly as a worldwide trend in both the management literature and the modern economy…

Abstract

Over the last three decades, corporate social responsibility (CSR) has evolved significantly as a worldwide trend in both the management literature and the modern economy. However, it is still at its infancy stage in the developing countries like Malaysia. It is more prevalent in the coffee industry, due to the challenges that this industry encounters. In addition, not much information is available in the academic literature in order to understand these challenges that this industry is facing in performing CSR. Therefore, this chapter aims to highlight the main challenges that the coffee franchise industry faces in incorporating the activities of CSR in their operations. Lack of top management support, performing CSR in isolation, and lack of capable employees to do CSR are some of the major challenges. This chapter is expected to advance the knowledge about CSR practices and challenges in the Malaysian context.

Article
Publication date: 12 June 2019

Laurent Tournois and Damien Forterre

Franchising has become an increasingly popular overseas expansion strategy for companies in various industries. A successful development in a transition economy such as Serbia has…

Abstract

Purpose

Franchising has become an increasingly popular overseas expansion strategy for companies in various industries. A successful development in a transition economy such as Serbia has been exclusively associated with McDonald’s, which raises concerns about the ability of other international franchises to penetrate the Serbian market. The purpose of this paper is to explore the customer-based constraints that may hamper the spread of franchising in a post-communist country. Specifically, factors such as country-of-origin (COO) effects, longevity and brand localness/globalness that may affect consumers’ preferences are considered.

Design/methodology/approach

This paper uses mixed methods, that is to say a combination of qualitative and semi-quantitative approaches. Primary data were collected using (45) semi-structured interviews with local customers. The (success) story of McDonald’s in Serbia serves as the reference point.

Findings

The findings suggest that COO and localness are both relevant in explaining consumer preferences. Longevity signals the ability to adhere to international standards as well as regular local engagement. The results also stress that, contrary to widespread belief, global franchise names do not have an advantage over local players.

Research limitations/implications

Further investigation is needed to empirically examine the relationships between several key variables identified in the present study (longevity, COO, tradition, patriotism, trust, emotional attachment, perceived quality, authenticity, satisfaction, behavioral intentions). These may influence franchise system penetration and, ultimately, its performance.

Practical implications

Although post-communist countries have become highly appealing for international fast-food and coffee-shop chains, these countries are hard-to-please environments for setting-up and operating a franchise business. These findings advocate franchises to find the right balance between their global name and a quick integration of indigenous attributes to compensate for their late entry. Franchise marketing managers must develop a brand narrative that includes both local brand associations and global/international standards to increase franchise brand awareness and generate a positive consumer attitude.

Originality/value

Despite the call for more studies on franchising in emerging markets and their realities, not much attention has been paid to (local) customer-related constraints. The inclusion of a temporal perspective appeared to be highly relevant in investigating the potential effect of longevity on the local development of the franchise system. Moreover, there is a scarcity of scholarly branding research in the franchising sector. Local competition, although a neglected dimension in prior studies, has been examined through consumer preferences toward global and local brands. The chosen research methodology responds to the recent call of scholars for more diverse approaches. Finally, as a post-communist, transition and emerging economy, Serbia serves as a stimulating and yet uncovered research setting, given its tumultuous history with Western countries, as well as the long successful history of the McDonald’s franchise.

Details

Journal of Business Strategy, vol. 41 no. 3
Type: Research Article
ISSN: 0275-6668

Keywords

Article
Publication date: 9 October 2007

Stephen Choo, Tim Mazzarol and Geoff Soutar

Although international franchising has occurred in East Asia over the past 20 years, surprisingly very little academic research has been undertaken to understand key dynamics of…

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Abstract

Purpose

Although international franchising has occurred in East Asia over the past 20 years, surprisingly very little academic research has been undertaken to understand key dynamics of this marketing phenomenon. The purpose of this paper is to examine franchise resources, which is a key construct in the internationalization of retail franchising.

Design/methodology/approach

A multiple case study approach has been adopted to generate rich data designed to aid understanding of the complexities inherent within such an international marketing relationship. The data were drawn from five US food service retail franchises, which are household brands across East Asia, operating in Singapore.

Findings

This study presents several interesting findings for the retail franchise industry. First, consistent with resource scarcity theory, international franchising relationship begins with a high degree of franchise dependency on the local franchisees. Next, international franchisors will be well served to select their overseas franchisees with strong financial resources to engage in rapid expansion, good contacts to secure early stores in prime retail locations and well‐proven local knowledge to modify the concept to suit particular market needs.

Practical implications

Findings from this study have important managerial implications for international retail franchisors on how to effectively select franchisees to successfully launch and manage their brands in East Asia.

Originality/value

This empirical study has made a major contribution in adding to the limited body of empirical knowledge on franchisee selection in international retail franchising, particularly in East Asia. It is hoped that this paper will encourage more academics to investigate why certain international retail franchise concepts perform relatively better in East Asia than others.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 19 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 2 February 2015

Sabrina Rashid and Kamal Ghose

The purpose of this paper is to explore the relationship between organizational culture and brand identity in the retail food and beverage industry and also to explore how…

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Abstract

Purpose

The purpose of this paper is to explore the relationship between organizational culture and brand identity in the retail food and beverage industry and also to explore how independent retail coffee shops and cafes build their brands. The evolution of coffee drinking in many new markets is following a pattern similar to the one witnessed in New Zealand.

Design/methodology/approach

A qualitative approach using semi-structured interviews, field notes, photographs and empirical material was carried out with 15 independent coffee shops and nine franchise coffee shops in Christchurch, New Zealand. In total five different approaches were adopted to provide diverse observations to compliment every angle of the research setting by using triangulation.

Findings

The findings from this research reveal that an appropriate brand name helps to ease the process of brand identity creation. The personality of the market leader strongly influences organizational culture, and a constant flow of updated business intelligence plays an important role in creating a distinctive brand identity. Internal marketing and personal values are key to constructing internal culture while the acculturation process plays an important role in developing internal culture and building brand identity.

Research limitations/implications

Difficulty in getting participants was a major limitation because many employees/owners declined to take part in the research due to the nature of their work which required full attention to serve customers when the outlet is operating.

Originality/value

In previous years, research has focused on interaction between the organization and their customers (Hoeffler, 2003). This study extends previous research by investigating the internal culture of the organization and its relation to brand identity building within the organization.

Details

Marketing Intelligence & Planning, vol. 33 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Case study
Publication date: 13 September 2019

Amna Abdullah Mohammed and Syed Zamberi Ahmad

The learning outcomes are as follows: to enable the learners to understand advantages and disadvantages of franchises in the company; to understand the strength and weakness…

Abstract

Learning outcomes

The learning outcomes are as follows: to enable the learners to understand advantages and disadvantages of franchises in the company; to understand the strength and weakness points of Café2Go, its underlying strategy and what makes the company a unique outlet; to acquire a better understanding on the key challenges or dilemmas that Café2Go faces and to provide recommendations to address such dilemmas; to evaluate innovative marketing plans that would aid in expanding Café2Go internationally; and to understand cause-effect analysis of project management and the reason for the increase in the operationalization cost on Café2Go.

Case overview/synopsis

This case study presents the story of Jassim Al-Bastaki who was once rejected as a franchisee and later managed to be a pioneering franchiser in the UAE. The case aims to highlight the new coffee products and distribution methods Al-Bastaki used to compete in the over-saturated coffee market in Dubai. Al-Bastaki distinguished the first Café2Go by offering camel products in a mobile truck. It was the first “café-on-wheels” in the UAE, and it marketed the slogan of “wherever you are”. This case study discusses the challenges the project faced while marketing the unpopular, salty drink camel milk and issuing the necessary licenses for the coffee truck. The case study also elaborates on the innovative strategies Al-Bastaki used to convince customers of the health benefits of camel milk, to serve camel milk in appealing forms such as milkshakes and to replace the banned mobile truck with kiosks, cubicles, mobile trolleys and free phone call services. The case study also aims to highlight the obstacles associated with the franchise model and to reveal how Al-Bastaki overcame such challenges, using the franchise model, to expand Café2Go beyond the UAE. What started as a mobile coffee truck in 2009, in Dubai, has changed into an expanding business in Qatar, Libya, Bahrain, Saudi Arabia, South Africa and Spain (Masudi, 2013).

Complexity academic level

The case study is relevant for undergraduate and post-graduate management degrees, and specifically business administration, entrepreneurship, small business management courses.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 3: Entrepreneurship

Case study
Publication date: 1 January 2011

Asmat-Nizam Abdul-Talib, Samshul-Amry Abdul-Latif and Norhayati Zakaria

Franchise, strategic management, food and beverages, Malaysia.

Abstract

Subject area

Franchise, strategic management, food and beverages, Malaysia.

Student level/applicability

First year undergraduate students of management courses.

Case overview

This case study explores the strategies employed by franchisor Gloria Jean's Coffees (GJC) in reestablishing its market presence in the Malaysian coffee market. GJC recently underwent an exchange of ownership. Under the new leadership, the company decided to appoint a new strategic master franchisee in Malaysia to see a section of its expansion plan in the ASEAN region reestablished. The selection of a suitable and well-connected master franchisee is very important for reestablishing presence and brand name development. The deteriorating position of GJC's brand name in Malaysia prior to the appointment of a new master franchisee created a unique situation requiring an in-depth evaluation and examination of unseen but highly related critical factors. In-depth and “behind-the-scene” examination on efforts made through the implementation of business and marketing strategies to reestablish its brand and presence in Malaysia; given demanding market challenges and intense competitions.

Expected learning outcomes

After carrying out this exercise, students are expected to be able to: understand how business start up grows in foreign markets; identify the basic issues of international franchising and how the system works; analyze the various factors of considerations prior to internationalization; and evaluate strategies undertaken by company in establishing its market in foreign countries.

Supplementary materials

Teaching note.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 26 October 2012

Blessing Maumbe

The purpose of this paper is to describe the rise of South Africa's quick service restaurant (QSR) industry by examining the structural changes and competitive strategies driving…

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Abstract

Purpose

The purpose of this paper is to describe the rise of South Africa's quick service restaurant (QSR) industry by examining the structural changes and competitive strategies driving the industry.

Design/methodology/approach

The paper uses Michael Porter's Five Forces and secondary data to describe the structural reorganization of South Africa's QSR industry and market positioning strategies being used to respond to the growing industry competition and global challenges.

Findings

The paper finds that South Africa's QSR industry has risen tremendously and has expanded globally. The evolving fast food market comprises South African franchises and multi‐national franchise corporations co‐existing with modern supermarkets, contract food caterers, and informal traders. The industry uses a mix of market coordination, operational and competitive strategies to counter the intense global competition. Further research is needed to examine the potential of information communication technologies in QSR industry market coordination and consumer willingness to pay for increased convenience, healthy products, sustainability, and food traceability.

Practical implications

South Africa leads the continent in mobile phone penetration and there is scope for QSR managers to integrate mobile commerce when dealing with QSR industry customers and other stakeholders. South Africa's fast food franchises should craft strategies that adapt menus to local cultures and ethnic foods in other countries. With increasing attention on food safety and traceability, South Africa's QSR firms could provide leadership in marketing high quality food and gain competitive advantages through positive industry image.

Originality/value

The paper addresses the highly topical issue of rising competition in the fast food industry and successful strategies being utilized by South African firms to penetrate both regional and global markets.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 2 no. 2
Type: Research Article
ISSN: 2044-0839

Keywords

Book part
Publication date: 12 February 2021

Muhamad Hafizi bin Sulaiman

The franchising business becomes an essential to the economy of Malaysia and social. It also considers a popular choice to develop entrepreneurs particularly among Bumiputera in…

Abstract

The franchising business becomes an essential to the economy of Malaysia and social. It also considers a popular choice to develop entrepreneurs particularly among Bumiputera in Malaysia. Recognizing the importance of the franchising business, the Government of Malaysia through the Ministry of Domestic Trade and Consumer Affairs (MDTCA) has developed programs and activities to accelerate growth of the franchising business. In February 2020, a total of 915 franchise systems or franchisors have been registered under Malaysia Franchise and subsequently few franchisors have penetrated worldwide such as in Saudi Arabia, Indonesia, United State of America, and Australia. At the same time, Perbadanan Nasional Berhad (PNS) and Malaysia Franchise Association also strongly take part in many franchise initiatives, programs, and activities to support the development of franchising business in Malaysia. Besides that, Malaysia also has developed the Franchise Act to safeguard the franchising industry. Nevertheless, there still exist some issues and challenges. Hence, this paper aims to review the franchising business in Malaysia by discussing the development of franchise business in Malaysia, the supports, and the issues and challenges.

Details

Modeling Economic Growth in Contemporary Malaysia
Type: Book
ISBN: 978-1-80043-806-4

Keywords

Article
Publication date: 29 June 2022

Shuting Tao and Hak-Seon Kim

This study aims to explore the hidden connectivity among words by semantic network analysis, further identify salient factors accounting for customer satisfaction of coffee shops…

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Abstract

Purpose

This study aims to explore the hidden connectivity among words by semantic network analysis, further identify salient factors accounting for customer satisfaction of coffee shops through analysis of online reviews and, finally, examine the moderating effect of business types of coffee shops on customer satisfaction.

Design/methodology/approach

Two typical major procedures of big data analytics in the hospitality industry were adopted in this research: one is data collection and the other is data analysis. In terms of data analysis, frequency analysis with text mining, semantic network analysis, CONCOR analysis for clustering and quantitative analysis with dummy variables were performed to dig new insights from online customer reviews both qualitatively and quantitatively.

Findings

Different factors were extracted from online customer reviews contributing to customer satisfaction or dissatisfaction, and among these factors, the brand-new factor “Sales event” was examined to be significantly associated with customer satisfaction. In addition, the moderating effect of business types on the relationship between “Value for money” and customer satisfaction was verified, indicating differences between customers from different types of coffee shops.

Research limitations/implications

The present study broadened the research directions of coffee shops by adopting online customer reviews through relative analytics. New dimensions such as “Sales event” and detailed categorization of “Coffee quality”, “Interior” and “Physical environment” were revealed, indicating that even new cognition could be generated with new data source and analytical methods. The industry professionals could develop their decision-making based on information from online reviews.

Originality/value

The present study used online reviews to understand coffee shop costumer experience and satisfaction through a set of analytical methods. The textual reviews and numeric reviews were concerned simultaneously to unearth qualitative perception and quantitative data information for customers of coffee shops.

目的

本研究的目的在于通过网络评论分析了解网络评论中关键词之间的隐含联系, 然后探究影响咖啡店顾客满意度的因素, 最后验证不同咖啡店经营类型的调节作用。

设计/方法

本研究使用文本挖掘的频率分析、语义网络分析、聚类分析和通过虚拟变量进行的定量分析, 从网络评论中挖掘对咖啡店行业的新见解。此外, 还检验了咖啡店经营类型的调节作用。

结果

从网络评论中提取影响顾客满意度的不同因素, 探索出“销售活动”对顾客满意度的显著影响。同时, 相较于连锁咖啡店, 独立经营咖啡店对“物有所值”到顾客满足度的关系具有调节作用。  

研究局限性/启示意义

本研究通过使用相关的分析方法对顾客网络评论进行分析, 拓宽了咖啡店研究的方向。研究结果发现“销售活动”和“咖啡品质”的细分等新方面, 揭示了利用新的数据源和分析方法可以为相关产业提供全新的认知。本研究的研究结果表明行业从业者可以根据顾客网络评论来制定相应的营销策略。

原创性/价值

本研究利用网络顾客评论及相关分析方法, 了解顾客咖啡店体验及满意度。本研究同时利用文本评论和数字评论来挖掘和分析咖啡店顾客的定性感知和定量数据信息。

关键词咖啡店 在线顾客评论 文本挖掘 语义网络分析 经营类型

文章类型: 研究型论文

Propósito

Este estudio intenta explorar las relaciones encubiertas de palabras, mediante el análisis de redes semánticas, pero aún más, identificar los factores destacados que explican la satisfacción de los clientes de las cafeterías a través del análisis de reseñas online y, por último, examinar el efecto moderador de los tipos de negocios de cafeterías en la satisfacción al cliente.

Diseño/metodología/enfoque

En esta investigación se adoptaron dos procedimientos principales de análisis de “Big Data” en la industria hotelera, uno es la recopilación de datos y el otro es el análisis de datos. En términos de análisis de datos, se efectuó un análisis de frecuencia con minado de texto (text mining), análisis de red semántica, análisis CONCOR para agrupamiento y análisis cuantitativo con variables ficticias para extraer nuevas perspectivas de las reseñas de los clientes online, tanto cualitativa como cuantitativamente.

Hallazgos

Diferentes factores fueron extraídos de las reseñas de clientes online que contribuyen a la satisfacción o insatisfacción de estos y, entre estos factores, se examinó que el nuevo factor “Evento de Ventas” está significativamente asociado con la satisfacción al cliente. Además, se verificó el efecto moderador de los tipos de negocios entre la relación de “Valor por Dinero” y la satisfacción del cliente, indicando las diferencias entre los clientes de distintos tipos de cafeterías.

Limitaciones/implicaciones de la investigación

El presente estudio amplia la perspectiva de investigación de las cafeterías, al adoptar las reseñas de clientes online a través de un análisis relativo. Se revelaron nuevas dimensiones como “Evento de Ventas” y la categorización detallada de la “Calidad del Café”, “Interior” y “Entorno Físico”, lo que indica que se podría generar una nueva cognición con una nueva fuente de datos y métodos analíticos. Los profesionales de la industria podrían llevar a cabo la toma de decisiones en función de la información obtenida a través de las reseñas en línea.

Originalidad/valor

El presente estudio utilizó reseñas de clientes online para comprender la experiencia y satisfacción de los clientes de las cafeterías a través de un conjunto de métodos analíticos. Las revisiones numéricas y de texto se tomaron en cuenta simultáneamente para revelar la percepción tanto cualitativa como cuantitativa de la información de los clientes de las cafeterías.

Palabras claves

Cafetería, Reseñas de clientes online, Minado de texto, Análisis de redes semánticas, Tipos de negocios

Tipo de papel

Trabajo de investigación

Details

Tourism Review, vol. 77 no. 5
Type: Research Article
ISSN: 1660-5373

Keywords

Book part
Publication date: 31 December 2010

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities…

Abstract

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

Details

Reputation Building, Website Disclosure and the Case of Intellectual Capital
Type: Book
ISBN: 978-0-85724-506-9

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