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|Title:||The Competition and Franchise Decision in Fast-Food Industry: Empirical Results in Taiwan|
Wang, Shinn-Shyr;Lee, Wen-Chieh;甯方璽;Shao, Chien-Teng
Competition;Fast-food Industry;Franchising;Location Strategy
|Issue Date:||2017-04-17 11:44:38 (UTC+8)|
With shares over 30% in the restaurant market, the fast-food industry has recently become one of the most influential restaurant businesses of Taiwan. The literature has discussed factors that affect the USP (Unique Selling Point) of fast-food companies such as the state of how vigorous the local competition is, furthermore some studies mentioned that a franchise system is the most common solution to the problem of asymmetric information between headquarters and restaurants for the fast-food industry. Although the competition and franchising issues are significant in the Taiwanese fast-food industry, most empirical studies are focused on cases in Europe and America. This study fills that gap by exploring empirically the unique features of this industry in Taiwan. The results show that more fast-food outlets are concentrated in more crowded districts compared to those where the population of the area is mostly the younger society. The analysis also indicate that MOS Burger tends to move away from McDonald's when the market size is large or when proportion of children in the district is high. Finally, McDonald's in Taiwan tends to franchise the outlets in districts which are less populated, but have a low correlation with the auxiliary services provided by outlets.
|Relation:||台灣土地研究, 19(1), 39-68|
|Appears in Collections:||[地政學系] 期刊論文|
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