Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores

Detalhes bibliográficos
Autor(a) principal: Rodrigues, Claudia Regina
Data de Publicação: 2010
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
Texto Completo: http://hdl.handle.net/10438/8293
Resumo: The objective of this study is to understand the challenges that could contribute for the franchising to become a representative distribution channel in the Brazilian cosmetic market. The research was conducted from a qualitative approach, in which were made twenty and two interviews with franchisors and franchisees, in the period between September and November of 2010. The interviewees were members of the following companies: Água de Cheiro, Antídoto, Contém 1g, Mahogany e O Boticário. The results were that the franchise model is seen by franchisees and franchisors as a good alternative for distribution and capillarity of the brand. However, the franchise model presents some challenges, such as the improvement of the franchisor´s engagement, a better selection process of franchisees, increase financial support, adjust the stores location method and, finally, improve the method for setting royalties.
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spelling Rodrigues, Claudia ReginaEscolas::EAESPAndreassi, Tales2011-06-02T15:00:36Z2011-06-02T15:00:36Z2010-12-16RODRIGUES, Claudia Regina. Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2010.http://hdl.handle.net/10438/8293The objective of this study is to understand the challenges that could contribute for the franchising to become a representative distribution channel in the Brazilian cosmetic market. The research was conducted from a qualitative approach, in which were made twenty and two interviews with franchisors and franchisees, in the period between September and November of 2010. The interviewees were members of the following companies: Água de Cheiro, Antídoto, Contém 1g, Mahogany e O Boticário. The results were that the franchise model is seen by franchisees and franchisors as a good alternative for distribution and capillarity of the brand. However, the franchise model presents some challenges, such as the improvement of the franchisor´s engagement, a better selection process of franchisees, increase financial support, adjust the stores location method and, finally, improve the method for setting royalties.O objetivo fundamental deste trabalho foi investigar e entender quais são os desafios para que o modelo de franquias possa crescer ainda mais e adquirir maior representatividade enquanto modelo de distribuição no setor de perfumaria e cosméticos brasileiro. Para isto, utilizou-se, além de uma revisão bibliográfica a partir do referencial teórico disponível, uma abordagem qualitativa, segundo a qual foram realizadas vinte e duas entrevistas com franqueados e franqueadores, no período compreendido entre setembro e novembro de 2010. As empresas representadas por estes entrevistados foram: Água de Cheiro, Antídoto, Contém 1g, Mahogany e O Boticário. A realização destas entrevistas revelou que, embora o modelo de franquias seja visto por franqueados e franqueadores como uma boa alternativa para a distribuição de produtos e para o aumento da capilaridade da marca, o modelo de franquias apresenta alguns desafios a serem alcançados, tais como maior participação ativa da rede franqueadora, melhoria no modelo de avaliação e seleção de franqueados, melhor suporte financeiro aos franqueados nos primeiros anos após a abertura da loja, melhor modelo para escolha da localização das lojas e, por fim, melhor modelo para definição de taxas de royalties.porEntrepreneurshipDistribution channelsCosmetic marketFranchiseMarketingAdministração de empresasFranquias (Comércio varejista)Cosméticos - MercadoMarketingCanais de distribuiçãoEmpreendedorismoDesafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e 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dc.title.por.fl_str_mv Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
title Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
spellingShingle Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
Rodrigues, Claudia Regina
Entrepreneurship
Distribution channels
Cosmetic market
Franchise
Marketing
Administração de empresas
Franquias (Comércio varejista)
Cosméticos - Mercado
Marketing
Canais de distribuição
Empreendedorismo
title_short Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
title_full Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
title_fullStr Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
title_full_unstemmed Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
title_sort Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores
author Rodrigues, Claudia Regina
author_facet Rodrigues, Claudia Regina
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EAESP
dc.contributor.author.fl_str_mv Rodrigues, Claudia Regina
dc.contributor.advisor1.fl_str_mv Andreassi, Tales
contributor_str_mv Andreassi, Tales
dc.subject.eng.fl_str_mv Entrepreneurship
Distribution channels
Cosmetic market
topic Entrepreneurship
Distribution channels
Cosmetic market
Franchise
Marketing
Administração de empresas
Franquias (Comércio varejista)
Cosméticos - Mercado
Marketing
Canais de distribuição
Empreendedorismo
dc.subject.por.fl_str_mv Franchise
Marketing
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Franquias (Comércio varejista)
Cosméticos - Mercado
Marketing
Canais de distribuição
Empreendedorismo
description The objective of this study is to understand the challenges that could contribute for the franchising to become a representative distribution channel in the Brazilian cosmetic market. The research was conducted from a qualitative approach, in which were made twenty and two interviews with franchisors and franchisees, in the period between September and November of 2010. The interviewees were members of the following companies: Água de Cheiro, Antídoto, Contém 1g, Mahogany e O Boticário. The results were that the franchise model is seen by franchisees and franchisors as a good alternative for distribution and capillarity of the brand. However, the franchise model presents some challenges, such as the improvement of the franchisor´s engagement, a better selection process of franchisees, increase financial support, adjust the stores location method and, finally, improve the method for setting royalties.
publishDate 2010
dc.date.issued.fl_str_mv 2010-12-16
dc.date.accessioned.fl_str_mv 2011-06-02T15:00:36Z
dc.date.available.fl_str_mv 2011-06-02T15:00:36Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv RODRIGUES, Claudia Regina. Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2010.
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/8293
identifier_str_mv RODRIGUES, Claudia Regina. Desafios do modelo de franquias no setor de perfumaria e cosméticos brasileiro, sob o ponto de vista de franqueados e franqueadores. Dissertação (Mestrado Profissional em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2010.
url http://hdl.handle.net/10438/8293
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repository.name.fl_str_mv Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv
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