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Market Coverage, Franchise Ownership, And Outlet Survival, Jingbo Zhang
Market Coverage, Franchise Ownership, And Outlet Survival, Jingbo Zhang
Graduate Theses and Dissertations
This dissertation investigates the relationships between market coverage, franchise ownership, and franchise outlet survival rate.
In the first essay, I develop a spatial market coverage measure by integrating geocodes of outlets across five fast-food franchise systems. This spatial market coverage builds upon one navigation system algorithm by utilizing geographic coordinates. This measure can be applied by entrepreneurs to examine their geographic coverage and address issues of market oversaturation and lack of coverage.
In the second essay, I extend the spatial market coverage and examine how this spatial market coverage and franchise ownerships affect franchise outlet survival rate, which has not …