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Effective Franchise Management in a sales organization by leveraging Business Intelligence – A Nike, Inc. case study

  • Life cycle management of key products (franchises) offered by a company is one of its most strategically important tasks. As their overall ability to capture and use sales data improves, companies have been able to investigate and manage their franchises better than ever before. This thesis explored the franchise management framework of Nike Inc., a global leader within the sporting goods retail industry. The thesis is divided into two parts. The first part explored the current franchise management framework of Nike and its effectiveness. The second part applies this framework to one of Nike’s biggest franchises and prime sources of revenue for the ‘Running’ category. ‘Nike Free’, the franchise in question, suffered a big decline in sales and surgical franchise management had to be applied in order to revive it. The results indicated that this framework delivered positive results and helped improve the performance of this franchise. Fact based decision making, enabled by effective gathering and processing of sales data was used during this study. Overall, the goal of the thesis is to help understand and lay a foundation for effective franchise management for a sales organization.

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Author:Daniel Rost
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Release Date:2017/03/01
Page Number:91
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt