Index of Paper Presentations for the Parallel Sessions - Academy of ...

Local franchisees too prefer the rental model to minimize initial capital expenditure and they believe inthe ―try before you buy‖ in view of the risk perceived. These retailers generally are entrepreneurial withcapital from local investors. They have procured large store spaces in various malls and hence it wasimperative that the node be able to broadcast marketing content to a larger area in the store. Most of thesestores are established for well over a decade. Based on their past experience, they preferred the Licensingmodel as it would cater to the broadcasting needs based on the desired footfalls.Local franchisees have over the years invested in several other business solutions like CRM to maintain a360 degree view of the customer (from sales, marketing and service perspective) and thus require dataintegration to their CRM system.