calculate ABP.

She then considered a hypothetical franchise that had the worst performance on all the nonmonetary attributes. She then considered which improvement she would most like to make to this franchise proposal. She concluded that improving the Marketing Support to that equivalent to the best marketing support would be the most desirable. Improvements from the worst to best performance in Brand Equity, Product Quality, and Contract Flexibility were respectively considered to be 30,70,50% as important as the improvement in marketing