DEA(Data Envelopment Analysis)를 활용한 프랜차이즈 운영전략에 관한 연구

Franchise industry accounts for a large portion of GDP and employment rate, and many first-time entrepreneurship is achieved through franchising. Thus, successful franchise operation has a great importance for the national economy. In order for a franchise system to operate successfully, it is necessary for the franchisers to be able to support strategic decisions of its franchisees and to help them survive in the long run with efficient operations. The purpose of this study is to evaluate the efficiency of same brand restaurant franchisees and to suggest which factors should be adjusted to improve efficiency using DEA. We used rent, manpower, size, local population and intensity of competition as input factors and analyzed efficiency by using sales and growth rate as factors of output. As a result, location strategy for new opening franchisee was suggested including uncontrollable factors, and improvement strategy for existing franchisees was suggested using controllable factors only. This research has practical contribution because it can be utilized as a franchisee support tool which can be adopted by the franchisers as a first step for win-win cooperation between franchiser and franchisees.