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Global Franchising Operations Management: Cases in International and Emerging Markets Operations by Ilan Alon

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5. Estimating Demand in Emerging Markets for Kodak Express

David M. Currie, Ilan Alon

Anna Johnson, a market analyst at Kodak, gazed at the information she had accumulated on various countries and wondered how she could use it to estimate the demand for Kodak Express (KE) outlets. She had learned from the Kodak market research department that demand for KE outlets depended on household income. To support one Kodak Express outlet, one of the following was needed: one million households with annual incomes equal to or exceeding the equivalent of US$15,000, two million households earning the equivalent of between US$10,000 and US$14,999, four million households earning the equivalent of between US$5,000 and US$9,999, or ten million households with ...

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