A influência da rede de franqueados na gestão estratégica da franqueadoraum estudo de caso múltiplo no franchising brasileiro

Resumo

This dissertation attempted to analyze the influence of franchisees on the franchiser´s strategy management. Among all existing franchising kinds, the current models were evaluated, for the reason that they offer the possibility of discussion and debate between franchisers and franchisees regarding subjects related to the business, as described: the Business Format Franchising, the most used model, and the Learning Network Franchising, a more developed version of the first. The multiple case study was chosen, with four Brazilian franchise chains, performing on national level, associated to ABF with acknowledged quality and awarded with the 'franchise excellence seal' several times. Based on the learning theory, which shows the need of more participation and mutual knowledge to continuous improvement in business and competitiveness, the most recent franchise generations developed means of communication and experience exchange among its franchisees. We intended to understand how this interaction takes place and the means they use to facilitate this process. The multiple case study method was selected because it deals with a contemporary phenomena. The qualitative research had an exploratory- descriptive character. The participation or influence level of franchisees on the strategy of their franchise chains was studied, as well as the ways and limitations found in this process. The data collection was performed through semi- structured interviews, with franchisees, franchisers, and market consultants, in the areas of Rio and São Paulo. The data was analyzed using the content analysis method in order to achieve the proposed objectives. The horizontal analysis was performed, putting into perspective groups of interviewees, mainly franchisees and franchisers and, at some moments, the vertical analysis, exploring the franchises individually, seeking for similarities and differences within the chains. The research focuses on alternative ways of franchisees participation in the development and debate on strategic issues and shows that today, such influences are concentrated in the functional strategy, taking advantage of the franchisee’s knowledge in his/her local operation for the benefit of the network. Interesting experiences were found in the way networks are organized to interact and to have influence in the strategy used by their franchiser and the present challenges to enhance and expand this exchange.

Ficha do documento

Tipo

Dissertação

Ano

2011

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/11256

Palavras-chave

FranchisingRedes de negóciosRelacionamentoEstratégiaBusiness chainsRelationshipStrategyAdministração de empresasFranquias (Comércio varejista)