A gestão estratégica de franquias: uma análise do modelo de negócios de quatro empresas do segmento de alimentação na cidade de Salvador

Abstract

This work aims to investigate the effectiveness of the business model used by the franchising system. The general aim is study the establishment of the new business under the franchise model and its success factors. Moreover, more specifically, this work clarify the profile, motivation and difficulties of the franchisee as well as the management processes and results from the perspective of acquiring franchises. The results of this work include the performance indicators considered as critical for the success. Our methodology showed to be appropriate to investigate a context in which the focus is on contemporary phenomena in real-life situations. As an instrument of data acquisition, we used a structured questionnaire sent by e- mail and applied through an interview with franchisees of their respective companies. Data analysis is perform in a qualitative way and the results of this work, through the theoretical framework, showed to present the relationship between theory and the practice in the management of franchises. Within this context, this work is able to verify which the most significant factors for achieving success, considering the use of a business model previously tested.