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Adaptation of Network Strategy to Conditions of Relevant Market

Student: Borodenko Igor

Supervisor: Nadezhda L. Titova

Faculty: Graduate School of Business

Educational Programme: Strategic Management and Corporate Governance (Master)

Year of Graduation: 2018

In modern conditions, a large number of franchise networks function on the market. Strategies of different companies of chain should be similar, but not identical. Adjusting the strategy can cause a change in the client's relationship to the chain. As a result of using similar strategies, the service, the quality, and approaches to the provision of services should generally be identical. However, franchisees often operate in different socio-economic conditions. To ensure the effective functioning of network members, it is necessary to adapt the overall strategy to the specifics of each market. The strategy should be adjusted taking into account the limitations established by the franchisor, as well as taking into account the economics of the functioning of the franchisee. The purpose of the work is to select specific management solutions that do not contradict the overall network strategy and increase the efficiency of the medical clinic. To implement the selection of management decisions, a model will be created that will allow us to assess the result of implementing. As a result, it will be possible to evaluate the strategies for economic efficiency and take the most appropriate one that will not infringe the interests of the entire network.

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