Percepções de valor e elementos estruturantes das microfranquias Outros Idiomas

ID:
30604
Resumo:
As microfranquias são franquias que requerem o investimento de até R$ 50 mil. Há atualmente 336 redes de franquias que operam nesse formato no Brasil. A importância desse tipo de negócio se justifica pelo crescimento do poder aquisitivo das classes de menor renda. Entretanto, trata-se de um modelo de franquias com carência de estudos. O objetivo deste artigo está fundamentado em identificar se existem diferenças entre as microfranquias e as franquias convencionais diante dos elementos estruturantes do sistema de franchising. Isso significa avaliar se as franquias convencionais se diferenciam das microfranquias quanto à percepção de valor do suporte pelo franqueado e a percepção de valor da marca pelo mesmo. Foram analisadas um total de 1090 redes de franquias convencionais e redes de franquias que operaram por microfranquias, de acordo com dados editados no período de 2007 a 2012. Adicionalmente, realizaram-se três estudos de casos com microfranqueados. A técnica da regressão OLS comprovou que há diferenças na percepção de valor quanto à marca da rede de franquias, e que não há diferenças na percepção do suporte ao franqueado.
Citação ABNT:
MELO, P. L. R.; BORINI, F. M.; CUNHA, J. A. C. Percepções de valor e elementos estruturantes das microfranquias. Revista de Administração Contemporânea, v. 18, n. 3, p. 328-350, 2014.
Citação APA:
Melo, P. L. R., Borini, F. M., & Cunha, J. A. C. (2014). Percepções de valor e elementos estruturantes das microfranquias. Revista de Administração Contemporânea, 18(3), 328-350.
Link Permanente:
http://www.spell.org.br/documentos/ver/30604/percepcoes-de-valor-e-elementos-estruturantes-das-microfranquias/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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