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Doctoral Thesis
DOI
10.11606/T.3.2012.tde-06062013-164103
Document
Author
Full name
Eugenio José Silva Bitti
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2012
Supervisor
Committee
Amato Neto, João (President)
Aquino, André Carlos Busanelli de
Cardoso, Ricardo Lopes
Fleury, Afonso Carlos Corrêa
Fouto, Nuno Manoel Martins Dias
Title in Portuguese
Fatores determinantes do crescimento de redes de franquia no Brasil.
Keywords in Portuguese
Ciclo de vida
Estratégia organizacional
Franquia
Incentivos
Monitoramento
Abstract in Portuguese
Uma das perspectivas pioneiras na explicação do fenômeno franchising é a de que esse formato organizacional proporciona crescimento rápido de redes de unidades de negócio. No entanto, poucos trabalhos empíricos discutem os determinantes do crescimento de redes de franquia. Diferenças entre os setores da indústria e entre as características das redes estão relacionadas a fatores de influência distintos, os quais carecem de investigação. Neste trabalho, 376 redes associadas à Associação Brasileira de Franchising (ABF) foram analisadas para verificar alguns dos determinantes do crescimento do número de unidades na rede. Evitando taxonomias arbitrárias, o estudo segrega as redes em grupos de comportamento estratégico. Tal comportamento deriva diretamente da especificidade de ativos desenvolvidos ao longo do ciclo de vida das redes (efeito path dependence). Testou-se em seguida se o crescimento é afetado pela perspectiva de risco moral de franqueados e pela variação nos incentivos estabelecidos pela rede. Os resultados apontam para efeitos benéficos da reputação e experiência de redes maduras em sua relação com franqueados. Além disso, são obtidos alguns novos insights sobre a relação de redes de franquia com o setor de shopping centers e a presença cada vez maior de redes de franquia em mercados emergentes no cenário brasileiro.
Title in English
Determinants of growth of franchised chains in Brazil.
Keywords in English
Firm strategy
Franchising
Incentives
Live-cycle
Monitoring
Abstract in English
A traditional claim about franchising phenomenon is that this arrangement provides faster networks growing. However, few studies investigate the determinants of growth of franchised chains. Distinctions between both industries and franchise chains issues are related to different influencing factors, which needs further research. In this study, 376 networks associated with the Brazilian Franchising Association (ABF) were analyzed in order to identify some of the determinants of chain size growth (the number of chain's outlets). While it avoids arbitrary taxonomies, the study secretes sample chains into strategic behavior groups. Such a behavior derives directly from the assets specificity developed during the life-cycle of franchised chains in the sample (path dependence effect). Tests were applied checking whether growth is affected by the prospect of franchisees moral hazard, as to the variation in the incentives mechanisms established by franchisors. The results suggest beneficial effects of both reputation and experience in mature chains related associated franchisees. Additionally, the study provides some new insights into the franchise and shopping malls industry interaction, and the increasing presence of franchise networks in emerging markets in the Brazilian scene.
 
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Publishing Date
2013-06-12
 
WARNING: The material described below relates to works resulting from this thesis or dissertation. The contents of these works are the author's responsibility.
  • BITTI, E. J. S., AMATO NETO, J., e AQUINO, A. C. B. Monitoramento e coordenação em redes de franquia: dispersão geográfica e automação impactando o mix contratual. Revista de Contabilidade e Organizações, 2013, vol. 7, p. 3-13.
  • BITTI, E. J. S., AMATO NETO, J., and AQUINO, A. C. B. Vector of influence on the mix of contract franchise network in Brazil: geographical dispersion vs. automation. In INTERNATIONAL ANNUAL EUROPEAN OPERATIONS MANAGEMENT ASSOCIATION (EurOMA) CONFERENCE, 17., Porto, 2010. Book of abstracts.Porto : Universidade Católica Portuguesa/ EurOMA, 2010. Abstract.
  • BITTI, E. J. S., AMATO NETO, J., and AQUINO, A. C. B. Vector of influence on the mix of contract franchise network in Brazil: geographical dispersion vs. automation. In INTERNATIONAL ANNUAL EUROPEAN OPERATIONS MANAGEMENT ASSOCIATION (EurOMA) CONFERENCE, 17., Porto, 2010. Proceedings: Managing operations in service economies.Porto : Universidade Católica Portuguesa/ EurOMA, 2010.
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