Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/11731 |
Resumo: | The franchise system has been receiving increasing attention in media oriented business due to its great development in Brazil and around the world, with a high rate of growth, as well as having a great potential to reach even greater heights. Based on theories of agency and corporate resources, the main approaches in this sector have been described, expanding the concept of contract support of the relation between franchisors and franchisees for a qualitative analysis of the relationship between both parties, even identifying their evolutions over time, advantages and disadvantages, models and management challenges. A nationwide study conducted by Toledo and Proenca (2005) praised one of the big reasons that generate the failure of a franchise chain is the lack of commitment in maintaining good relationship with the franchisor to its franchisees. And this is the central theme of this work, in order to give due importance to this topic, showing how it is influenced by the degree of maturity of the chain and its relevance to business success. Through a comparative case study, exploratory investigation, having interviews with franchisors and franchisees of two chains in the Brazilian food segment as the primary form of data collection, results were obtained with the way the relationship has been managed by both parties, in different topics, and its relation to the stage of maturity in which the network is making the study relevant to the market, with both academic contributions, as the congruence of research, and corporate, as the connection of good practices and lessons learned with the concepts covered. |
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Pinto, Eduardo Mauricio SilvaEscolas::EBAPEIrigaray, Hélio ArthurRibeiro, Marco Aurélio de SáCyrino, Álvaro Bruno2014-05-07T17:49:39Z2014-05-07T17:49:39Z2014-02-10PINTO, Eduardo Mauricio Silva. Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2014.http://hdl.handle.net/10438/11731The franchise system has been receiving increasing attention in media oriented business due to its great development in Brazil and around the world, with a high rate of growth, as well as having a great potential to reach even greater heights. Based on theories of agency and corporate resources, the main approaches in this sector have been described, expanding the concept of contract support of the relation between franchisors and franchisees for a qualitative analysis of the relationship between both parties, even identifying their evolutions over time, advantages and disadvantages, models and management challenges. A nationwide study conducted by Toledo and Proenca (2005) praised one of the big reasons that generate the failure of a franchise chain is the lack of commitment in maintaining good relationship with the franchisor to its franchisees. And this is the central theme of this work, in order to give due importance to this topic, showing how it is influenced by the degree of maturity of the chain and its relevance to business success. Through a comparative case study, exploratory investigation, having interviews with franchisors and franchisees of two chains in the Brazilian food segment as the primary form of data collection, results were obtained with the way the relationship has been managed by both parties, in different topics, and its relation to the stage of maturity in which the network is making the study relevant to the market, with both academic contributions, as the congruence of research, and corporate, as the connection of good practices and lessons learned with the concepts covered.O sistema de franquias vem recebendo um destaque cada vez maior nas mídias voltadas para negócios devido ao seu grande desenvolvimento tanto no Brasil quanto no restante do mundo, apresentando um alto índice de crescimento, além de possuir um grande potencial para atingir patamares ainda maiores. Com base nas teorias da agência e de recursos da empresa, foram descritas as principais abordagens sobre este setor, ampliando o conceito de contrato como suporte da relação entre franqueadores e franqueados para uma análise qualitativa sobre o relacionamento entre as partes, identificando ainda suas evoluções ao longo do tempo, vantagens e desvantagens, modelos e desafios de gestão. Um estudo de âmbito nacional realizado por Toledo e Proença (2005) enalteceu que um dos grandes motivos que geram o insucesso de uma rede de franquias é a falta de comprometimento na manutenção do bom relacionamento do franqueador para com seus franqueados. E este é o tema central deste trabalho, com o objetivo de dar a devida importância a este tópico, mostrando como ele é influenciado pelo grau de maturidade da rede e a sua relevância para o sucesso do negócio. Através de um estudo comparativo de casos, de caráter exploratório, tendo como principal forma de coleta de dados as entrevistas presenciais realizadas com franqueadores e franqueados de duas redes no segmento de alimentação brasileiro, foram obtidos resultados quanto a forma com que o relacionamento tem sido gerido por ambas as partes, em diversos âmbitos, e a sua relação com o estágio de maturidade em que a rede se encontra, tornando o estudo relevante para o mercado, com contribuições tanto acadêmicas, como a congruência de pesquisas, quanto corporativas, como a conexão de boas práticas e lições aprendidas com os conceitos abordados.porFranchisingFranchisor-franchisee relationshipMaturitySistema de franquiaRelacionamento franqueador-franqueadoMaturidadeAdministração de empresasFranquias (Comércio varejista) - Estudo de casosGestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado 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|
dc.title.por.fl_str_mv |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro |
title |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro |
spellingShingle |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro Pinto, Eduardo Mauricio Silva Franchising Franchisor-franchisee relationship Maturity Sistema de franquia Relacionamento franqueador-franqueado Maturidade Administração de empresas Franquias (Comércio varejista) - Estudo de casos |
title_short |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro |
title_full |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro |
title_fullStr |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro |
title_full_unstemmed |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro |
title_sort |
Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro |
author |
Pinto, Eduardo Mauricio Silva |
author_facet |
Pinto, Eduardo Mauricio Silva |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Irigaray, Hélio Arthur Ribeiro, Marco Aurélio de Sá |
dc.contributor.author.fl_str_mv |
Pinto, Eduardo Mauricio Silva |
dc.contributor.advisor1.fl_str_mv |
Cyrino, Álvaro Bruno |
contributor_str_mv |
Cyrino, Álvaro Bruno |
dc.subject.eng.fl_str_mv |
Franchising Franchisor-franchisee relationship Maturity |
topic |
Franchising Franchisor-franchisee relationship Maturity Sistema de franquia Relacionamento franqueador-franqueado Maturidade Administração de empresas Franquias (Comércio varejista) - Estudo de casos |
dc.subject.por.fl_str_mv |
Sistema de franquia Relacionamento franqueador-franqueado Maturidade |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Franquias (Comércio varejista) - Estudo de casos |
description |
The franchise system has been receiving increasing attention in media oriented business due to its great development in Brazil and around the world, with a high rate of growth, as well as having a great potential to reach even greater heights. Based on theories of agency and corporate resources, the main approaches in this sector have been described, expanding the concept of contract support of the relation between franchisors and franchisees for a qualitative analysis of the relationship between both parties, even identifying their evolutions over time, advantages and disadvantages, models and management challenges. A nationwide study conducted by Toledo and Proenca (2005) praised one of the big reasons that generate the failure of a franchise chain is the lack of commitment in maintaining good relationship with the franchisor to its franchisees. And this is the central theme of this work, in order to give due importance to this topic, showing how it is influenced by the degree of maturity of the chain and its relevance to business success. Through a comparative case study, exploratory investigation, having interviews with franchisors and franchisees of two chains in the Brazilian food segment as the primary form of data collection, results were obtained with the way the relationship has been managed by both parties, in different topics, and its relation to the stage of maturity in which the network is making the study relevant to the market, with both academic contributions, as the congruence of research, and corporate, as the connection of good practices and lessons learned with the concepts covered. |
publishDate |
2014 |
dc.date.accessioned.fl_str_mv |
2014-05-07T17:49:39Z |
dc.date.available.fl_str_mv |
2014-05-07T17:49:39Z |
dc.date.issued.fl_str_mv |
2014-02-10 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
PINTO, Eduardo Mauricio Silva. Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2014. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/11731 |
identifier_str_mv |
PINTO, Eduardo Mauricio Silva. Gestão do relacionamento entre franqueadores e franqueados e o grau de maturidade da rede: estudo comparativo de casos no segmento de alimentação no mercado brasileiro. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2014. |
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http://hdl.handle.net/10438/11731 |
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