Monitoramento E Coordenação Em Redes De Franquia: Dispersão Geográfica E Automação Impactando O Mix Contratual

Bitti, Eugênio José Silva; Aquino, André Carlos Busanelli de; Neto, João Amato

doi:10.11606/rco.v7i18.55275

Cited by 4 publications

(6 citation statements)

References 27 publications

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“…Além da receita bruta já amplamente considerada nesta avaliação (BITTI et al, 2013), há outros fatores considerados? Se sim, quais seriam eles?…”

Section: Fatores E Métricas Que Influenciam No Desempenho Dos Franqueunclassified

Fatores E Métricas Que Influenciam No Desempenho De Franqueados: Uma Abordagem Com Base Em Franquias Brasileiras

Aguiar¹,

Consoni²

2017

R. eletr. estrat. neg.

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RESUMOEste artigo buscou mapear decisões de gestores de redes de franquias de forma a compreender qual tem sido a sistemática da escolha dos franqueadores em termos de características, e quais as métricas adotadas para mensurar o desempenho. Por meio de entrevistas com 15 franqueadores brasileiros confirmou-se que a receita é a principal métrica utilizada pelas franquias nacionais para medir desempenho, embora indicadores outros também sejam utilizados de forma complementar. Dois outros fatores foram citados pelos entrevistados como influenciadores da avaliação do desempenho: o subinvestimento alinhado à presença, e o relacionamento, influenciado pelo tempo de rede.Palavras-chave: Franquias brasileiras; Franqueados; Parceiros de negócios; Tomada de decisão; Franchising. ABSTRACTThe article searches to map the manager's decisions in order to understand what has been the franchisor system for choose regarding to characteristics, and what the metrics has been adopted to measure the performance Though 15 interviews with Brazilian franchise there was confirmation that revenue is the main metric used by national franchises to measure performance, although other indicators are also used in a complementary way. In addition, two other factors were cited by the interviewees as relevant during the performance evaluation: the underinvestment aligned to the presence, and the relationship, influenced by the network time. Keywords:Brazilian franchising; Franchisee; Business partners; Decision making; Franchising. RESUMENEste trabajo buscó el mapeo de las decisiones de gestores de redes de franquicias para comprender cuál ha sido la sistemática de elección de los franquiciadores en términos de sus características y cuáles las métricas adoptadas para medir el desempeño. A través de entrevistas con 15 franquiciadores brasileños se confirmó que los ingresos son la principal métrica utilizada por las franquicias nacionales para medir desempeño, aunque otros indicadores también se utilizan de forma complementaria. Dos otros factores fueron citados por los entrevistados como influyentes de la evaluación del desempeño: la subinversión alineada a la presencia, y la relación, influenciada por el tiempo de red.

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“…Além da receita bruta já amplamente considerada nesta avaliação (BITTI et al, 2013), há outros fatores considerados? Se sim, quais seriam eles?…”

Section: Fatores E Métricas Que Influenciam No Desempenho Dos Franqueunclassified

Fatores E Métricas Que Influenciam No Desempenho De Franqueados: Uma Abordagem Com Base Em Franquias Brasileiras

Aguiar¹,

Consoni²

2017

R. eletr. estrat. neg.

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“…Concerning emerging markets in general, and Brazil in particular, there are few studies investigating the combined effect of agency costs and scarce resources on the contractual mix in franchised chains. An exception can be seen in Bitti, Aquino and Amato (2013), despite their study having only addressed agency problems in determining the proportion of owned and franchised stores. Moreover, Silva and Azevedo (2007) studied the use of plural forms (the coexistence of company-owned outlets and franchised ones in the same chain) in franchised networks.…”

Section: Introductionmentioning

confidence: 99%

Agency Costs and Scarce Resources: Influences on Brazilian Franchising

Bitti¹,

Magnani²,

Thomazella³

2019

BBR

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This paper revisits a traditional issue in literature on franchising: the contractual mix (i.e., the proportion between franchised and companyowned stores). We analyze 270 Brazilian chains to better understand the Brazilian scenario. We stress the dynamics of this proportion over time considering the perspective of monitoring costs and the difficulty of access to resources as possible explanations. Considering the moment of the Brazilian economy, it is pertinent and opportune to investigate the behavior of the chains in times of turbulence. Panel data covering the 2011-2016 period was analyzed through econometric tools. The results corroborate aspects related to monitoring and incentives advocated by the agency theory, that is: costs of monitoring in elevation due to the geographic dispersion induce a greater proportion of franchised stores. In addition, the concept of dispersion is extended to capture socioeconomic aspects of the different regions occupied by the chains. Effects related to restriction to scarce resources are also noted, but in a less unambiguous way.

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“…Nessa maneira, os contratos seriam regidos por resultados e comportamento porque, apesar da remuneração ser orientada por resultado, o comportamento do franqueado na rede influencia sua permanência (Brickley, 1999). O arranjo de franquias serviria para diminuir custos de agência e responderia aos anseios dos empresários para a abertura de multifiliais (Bitti, Aquino, & Amato, 2013;Lafontaine, 1992;Rubin, 1978).…”

Section: A Construção Da Teoria Baseada Em Casosunclassified

“…Os fatores influentes de engajamento do franqueado seriam partes de um sistema, ou seja, um conjunto de elementos inter-relacionados com um objetivo comum (Von Bertalanffy, 1975). dúvidas quanto a isso (Falbe, Dandridge, & Kumar, 1998), porque a autonomia é relativa, dado que em sistemas de franquias, a obrigação contratual permite que o franqueador exerça apenas parte de sua capacidade empreendedora (Bitti et al, 2013;Lafontaine, 1992;Las Casas & Garcia, 2007;Rubin, 1978).…”

Section: Modelo Teórico De Fatores Influentes No Engajamentounclassified

“…O objetivo é identificar, desenvolver e relacionar conceitos. A operacionalização foi sistematizada sendo orientada recolhendo dados de campo e utilizando uma estrutura hierárquica de categorias (Corbin & Strauss, 1990 (Bitti et al, 2013;Falbe, Dandridge, & Kumar, 1998;Lafontaine, 1992;Las Casas & Garcia, 2007;Rubin, 1978…”

Section: Modelo Teórico De Fatores Influentes No Engajamentounclassified

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Não engajamento de franqueados

Aguiar¹

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One of the franchising foundations is the relationship between franchisee and franchisor. The franchisor, brand owner, is responsible for formatting the business and establishing the bases of a standardized franchised chain, one of the pillars of this type of system. The franchisee plays the role of keeping its unit according to the precepts and models imposed by the franchisor. The franchise chain may be harmed by franchisees who decide not to engage and present different behavior. The question that guided the work was: What leads franchisees not to engage in the franchise chain? In order to answer this question, a model of factors that influence engagement was developed. It served as basis for the purpose of the thesis, which is to look for the factors that influence franchisees not to engage. The study presents the relationship between the agents involved, deepening the concepts of the agency theory in franchising, mainly regarding the choice of new partners and maintenance of the current ones; moreover, the importance of behavioral factors is verified as well, such as, proactivity and adaptability and not only the economic ones which are usually considered by franchisors. In order to elaborate the thesis 37 interviews were conducted (3 franchisees, 8 franchise field consultants, 24 franchisees and 2 test) totaling more than 60 hours of material. Qualitative and exploratory, the study compared engaged and not engaged franchisees through primary data using content analysis techniques by operating MAXQDA12 software. The study, which started off from thirty influence factors, presents a six-factor model of franchisees nonengagement, divided into the following two dimensions: Franchisor (Communication Problems, Lack of Supervision and Monitoring and Influence on Profitability) and Franchisee (Poor Adaptability, No Knowledge of the System and Low Pro-Activity). These factors hinder confidence building in the franchiser resulting in agency issues. It is accentuated that the lack of team communication can be an initiating factor to this process, a trigger of this nonengagement problem. In this thesis it is also clear that the entrepreneurship level intended by franchisors to their franchisees is still something very difficult to measure and it is very unclear.

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Monitoramento E Coordenação Em Redes De Franquia: Dispersão Geográfica E Automação Impactando O Mix Contratual

Cited by 4 publications

References 27 publications

Fatores E Métricas Que Influenciam No Desempenho De Franqueados: Uma Abordagem Com Base Em Franquias Brasileiras

Fatores E Métricas Que Influenciam No Desempenho De Franqueados: Uma Abordagem Com Base Em Franquias Brasileiras

Agency Costs and Scarce Resources: Influences on Brazilian Franchising

Não engajamento de franqueados

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