The Impact of Urbanization on Franchising

According to the United Nations, more than 60% of the world’s population will live in cities by the year 2050. More people than ever before are migrating from rural areas to urban communities looking for the accessibility that comes with city living. Why? For younger generations, urban settings provide increased job opportunities, cultural resources, and […]

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What U.S. Franchisees Can Learn From the Chinese Mall Experience

Malls were all the rage in the 1980s and 1990s. Almost every movie and TV show with at least one teenager depicted the quintessential mall experience. But with the rise of online shopping and Millennials’ thirst for fewer products and more experiences, the best days of malls seem to be behind them. Millennial consumers — who are […]

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How Location-Based Virtual Reality Is Changing Modern Storytelling

Today’s consumers value storytelling more than ever before. They grew up playing video games, saving the day as triumphant heroes and battling villains with their own prowess. Passively consuming content is no longer enough to satisfy customers — they yearn for interactive experiences that welcome players to own the narrative and immerse themselves completely. As […]

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How the Experience Economy Is Changing Entertainment

Experience is quickly becoming a primary and crucial competitive differentiator for customers. According to an Eventbrite study, 78% of Millennials would rather spend money on experiences than products; 55% said they were spending more on live experiences and events than ever before. These figures point to the emergence of a new currency that will play a […]

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Location-Based Virtual Reality: The New Medium of Entertainment

Today’s consumers don’t just want to be entertained. They want to feel some investment and involvement in how they’re entertained. For proof, one only needs to look at the state of traditional entertainment options such as movie theaters. In 2017, researchers worried cinemas were on the brink of extinction after attendance dipped to lows last seen […]

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