A Study on the Globalization Strategies and Performance of a Fitness-Club Firm: Focused on Business Strategies of 'Curves'

• 발행기관: 한국유통과학회
• 저자명: Young Hoon Lee Seung Hyun Sul Sang Youn Lee
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2014 International Conference on Business and Economics (ICBE 2014), 119~123쪽, 전체 5쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.07.31

영문 초록

Looking at the global franchises by type of business, most of them are those for food service and retailing. This is because such types of businesses are easy for localization which is essential to globalization. Setting aside the management philosophy and core systems as they are, it is a general practice that franchisees modify manus or source products to fit the local market and also provide an atmosphere and service suitable to the local people's culture. However, it is hard to find out any service-oriented franchise brands that have been globally successful except for the business of lodging service like hotels, etc. It is because, as is often the case, certain specific services become not needed at all due to the local institutional restrictions, difference in national characteristics, and limitations in customs. And yet, through developing its franchise business under the theme of "Health" that every human is seeking, Curves took the 89th position among the top 200 franchises in the U.S. as announced in 2013 by the Franchise Times. Also, concentrated in Asia, Curves has achieved a substantial growth attracting enthusiastic support from local women customers. At the present point of time, in order to provide some assistance to the domestic service-oriented franchisers existing at the core of the Korean-wave, possible strategies for the expansion into overseas markets are to be examined through analyzing the success strategies of Curves.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Current State of Service Franchises

Ⅲ. Success Factors of Curves

Ⅳ. Conclusion

References

키워드

global franchise current domestic franchise business by type fitness center franchise Curves