Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil

Detalhes bibliográficos
Autor(a) principal: Vance, Patricia de Salles
Data de Publicação: 2008
Outros Autores: Fávero, Luiz Paulo Lopes, Luppe, Marcos Roberto
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Administração (São Paulo)
Texto Completo: https://www.revistas.usp.br/rausp/article/view/44467
Resumo: Nowadays, in Brazil, franchising is an option frequently taken in the goods and services consumption market. A complex relationship is established between two different companies. The franchisor control over the potential sources of conflict within the franchise relationship seems to be a relevant factor for its continuity in the long term. Therefore, the objectives of the study are to identify characteristics of franchising in Brazil and to analyze relevant aspects of the franchisor-franchisee relationship, identifying critical factors in the management of the franchise system and the relationship among the level of satisfaction, the duration of operation and the industry. This research was divided in two parts. At first, the franchisors were selected and interviewed and, after that, the franchisees were chosen and asked to answer to an online questionnaire. In total, the sample included 41 franchisors and 270 franchisees of six different business segments. The data analyses revealed characteristics of the franchisor-franchisee relationship, especially those related to brand value, marketing management, communication inside the franchise system and satisfaction with franchising. After all, by the use of the multivariate technique of correspondence analysis, it was possible to verify the relative association between the kind of industry and the level of satisfaction of the franchisee, but the inexistence of any relation between this and the duration of the business operation.
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spelling Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in BrazilFranquia empresarial: um estudo das características do relacionamento entre franqueadores e franqueados no BrasilFranquicia empresarial: un estudio de las características de la relación entre franquiciantes y franquiciados en Brasilretailmanagerial franchisefranchisor-franchise relationshipcorrespondence analysiscomercio minoristafranquicia empresarialrelación franquiciante-franquiciadoanálisis de correspondenciavarejofranquia empresarialrelacionamento franqueador-franqueadoanálise de correspondênciaNowadays, in Brazil, franchising is an option frequently taken in the goods and services consumption market. A complex relationship is established between two different companies. The franchisor control over the potential sources of conflict within the franchise relationship seems to be a relevant factor for its continuity in the long term. Therefore, the objectives of the study are to identify characteristics of franchising in Brazil and to analyze relevant aspects of the franchisor-franchisee relationship, identifying critical factors in the management of the franchise system and the relationship among the level of satisfaction, the duration of operation and the industry. This research was divided in two parts. At first, the franchisors were selected and interviewed and, after that, the franchisees were chosen and asked to answer to an online questionnaire. In total, the sample included 41 franchisors and 270 franchisees of six different business segments. The data analyses revealed characteristics of the franchisor-franchisee relationship, especially those related to brand value, marketing management, communication inside the franchise system and satisfaction with franchising. After all, by the use of the multivariate technique of correspondence analysis, it was possible to verify the relative association between the kind of industry and the level of satisfaction of the franchisee, but the inexistence of any relation between this and the duration of the business operation.Atualmente, no Brasil, é bastante freqüente a opção pela franquia empresarial no mercado de consumo de bens e serviços e, para a continuidade de uma relação entre duas empresas no longo prazo, o controle do franqueador sobre as potenciais fontes de conflito parece ser fator relevante. Neste trabalho, têm-se como objetivos identificar as características da franquia empresarial no Brasil e analisar os aspectos relevantes do relacionamento estabelecido entre franqueadores e franqueados, determinando os pontos críticos da gestão do sistema de franquia e a relação do nível de satisfação do franqueado com o tempo de operação e o segmento de atuação. A pesquisa foi executada em duas etapas. Inicialmente, foram selecionadas e entrevistadas as empresas franqueadoras e, em seguida, as unidades fraqueadas, que foram convidadas a preencher um questionário de forma virtual. A amostra foi composta por 41 empresas franqueadoras em seis segmentos distintos e 270 unidades franqueadas. A partir da análise de dados, foram identificadas características do relacionamento das partes, especialmente aquelas associadas ao valor da marca, à gestão de marketing, à comunicação intra-rede e à satisfação com o investimento na franquia empresarial. Por fim, por meio da técnica multivariada de análise de correspondência, percebeu-se relativa associação entre o segmento de atuação do franqueado e o respectivo nível de satisfação, porém inexistência de associação entre esse e o tempo de operação do negócio.Actualmente, en Brasil, es bastante frecuente optar por la franquicia empresarial en el mercado de consumo de bienes y servicios y, para lograr la continuidad de una relación entre dos empresas en el largo plazo, el control del franquiciante sobre las potenciales fuentes de conflicto parece ser un factor relevante. En este trabajo se tienen como objetivos identificar las características de la franquicia empresarial en Brasil y analizar los aspectos relevantes de la relación establecida entre franquiciantes y franquiciados, y así determinar los puntos críticos en la gestión del sistema de franquicia y la relación del nivel de satisfacción del franquiciado con el tiempo de operación y el segmento de actuación. La investigación se llevó a cabo en dos etapas. En un primer momento, se seleccionaron las empresas franquiciantes, que fueron entrevistadas; posteriormente, se eligieron las unidades franquiciadas, a las cuales se dirigió un cuestionario online. La muestra se compuso de 41 empresas franquiciantes y de 270 unidades franquiciadas, en seis segmentos distintos. A partir del análisis de los datos, se identificaron características de la relación establecida entre las partes, especialmente aquellas relacionadas con el valor de la marca, la gestión de marketing, la comunicación intra-red y la satisfacción con la inversión en la franquicia empresarial. Finalmente, por medio de la técnica multivariada de análisis de correspondencia, se observó una relativa asociación entre el segmento de actuación del franquiciado y el correspondiente nivel de satisfacción, sin embargo no existe asociación entre el mismo y el tiempo de operación del negocio.Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade2008-03-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo avaliado pelos Paresapplication/pdfhttps://www.revistas.usp.br/rausp/article/view/4446710.1590/S0080-21072008000100005Revista de Administração; v. 43 n. 1 (2008); 59-71Revista de Administração; Vol. 43 No. 1 (2008); 59-71Revista de Administração; Vol. 43 Núm. 1 (2008); 59-711984-61420080-2107reponame:Revista de Administração (São Paulo)instname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/rausp/article/view/44467/48087Copyright (c) 2017 Revista de Administraçãoinfo:eu-repo/semantics/openAccessVance, Patricia de SallesFávero, Luiz Paulo LopesLuppe, Marcos Roberto2012-09-21T12:39:38Zoai:revistas.usp.br:article/44467Revistahttps://www.revistas.usp.br/rauspPUBhttps://www.revistas.usp.br/rausp/oairausp@usp.br||reinhard@usp.br1984-61420080-2107opendoar:2012-09-21T12:39:38Revista de Administração (São Paulo) - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
Franquia empresarial: um estudo das características do relacionamento entre franqueadores e franqueados no Brasil
Franquicia empresarial: un estudio de las características de la relación entre franquiciantes y franquiciados en Brasil
title Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
spellingShingle Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
Vance, Patricia de Salles
retail
managerial franchise
franchisor-franchise relationship
correspondence analysis
comercio minorista
franquicia empresarial
relación franquiciante-franquiciado
análisis de correspondencia
varejo
franquia empresarial
relacionamento franqueador-franqueado
análise de correspondência
title_short Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
title_full Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
title_fullStr Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
title_full_unstemmed Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
title_sort Managerial franchise: a study of the characteristics in the relationship between franchisor and franchisee in Brazil
author Vance, Patricia de Salles
author_facet Vance, Patricia de Salles
Fávero, Luiz Paulo Lopes
Luppe, Marcos Roberto
author_role author
author2 Fávero, Luiz Paulo Lopes
Luppe, Marcos Roberto
author2_role author
author
dc.contributor.author.fl_str_mv Vance, Patricia de Salles
Fávero, Luiz Paulo Lopes
Luppe, Marcos Roberto
dc.subject.por.fl_str_mv retail
managerial franchise
franchisor-franchise relationship
correspondence analysis
comercio minorista
franquicia empresarial
relación franquiciante-franquiciado
análisis de correspondencia
varejo
franquia empresarial
relacionamento franqueador-franqueado
análise de correspondência
topic retail
managerial franchise
franchisor-franchise relationship
correspondence analysis
comercio minorista
franquicia empresarial
relación franquiciante-franquiciado
análisis de correspondencia
varejo
franquia empresarial
relacionamento franqueador-franqueado
análise de correspondência
description Nowadays, in Brazil, franchising is an option frequently taken in the goods and services consumption market. A complex relationship is established between two different companies. The franchisor control over the potential sources of conflict within the franchise relationship seems to be a relevant factor for its continuity in the long term. Therefore, the objectives of the study are to identify characteristics of franchising in Brazil and to analyze relevant aspects of the franchisor-franchisee relationship, identifying critical factors in the management of the franchise system and the relationship among the level of satisfaction, the duration of operation and the industry. This research was divided in two parts. At first, the franchisors were selected and interviewed and, after that, the franchisees were chosen and asked to answer to an online questionnaire. In total, the sample included 41 franchisors and 270 franchisees of six different business segments. The data analyses revealed characteristics of the franchisor-franchisee relationship, especially those related to brand value, marketing management, communication inside the franchise system and satisfaction with franchising. After all, by the use of the multivariate technique of correspondence analysis, it was possible to verify the relative association between the kind of industry and the level of satisfaction of the franchisee, but the inexistence of any relation between this and the duration of the business operation.
publishDate 2008
dc.date.none.fl_str_mv 2008-03-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo avaliado pelos Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/rausp/article/view/44467
10.1590/S0080-21072008000100005
url https://www.revistas.usp.br/rausp/article/view/44467
identifier_str_mv 10.1590/S0080-21072008000100005
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.usp.br/rausp/article/view/44467/48087
dc.rights.driver.fl_str_mv Copyright (c) 2017 Revista de Administração
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2017 Revista de Administração
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
publisher.none.fl_str_mv Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
dc.source.none.fl_str_mv Revista de Administração; v. 43 n. 1 (2008); 59-71
Revista de Administração; Vol. 43 No. 1 (2008); 59-71
Revista de Administração; Vol. 43 Núm. 1 (2008); 59-71
1984-6142
0080-2107
reponame:Revista de Administração (São Paulo)
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Revista de Administração (São Paulo)
collection Revista de Administração (São Paulo)
repository.name.fl_str_mv Revista de Administração (São Paulo) - Universidade de São Paulo (USP)
repository.mail.fl_str_mv rausp@usp.br||reinhard@usp.br
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