In the first chapter of the theoretical part the importance and content of business plan are described, particular sections of the plan are interpreted here. The second chapter is dedicated to the supply of beer in the field of tourism; the thesis is focusing on the history and the present situation of brewery in the Czech Republic, also the development of beer consumption and beer as an incentive in tourism is described here. The last chapter of the theoretical part deals with the situation of business chains in czech gastronomy and the situation and development in the area of franchise businesses in the Czech Republic. The practical part consists of self-created business plan concerning the foundation of a restaurant within The PUB franchising concept.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T16:02:22Z No. of bitstreams: 1 nina.pdf: 616736 bytes, checksum: 1d2f583598331a2fc2decbe75a2ae20c (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T16:02:32Z (GMT) No. of bitstreams: 1 nina.pdf: 616736 bytes, checksum: 1d2f583598331a2fc2decbe75a2ae20c (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T16:02:41Z (GMT) No. of bitstreams: 1 nina.pdf: 616736 bytes, checksum: 1d2f583598331a2fc2decbe75a2ae20c (MD5) / Made available in DSpace on 2013-10-25T16:02:49Z (GMT). No. of bitstreams: 1 nina.pdf: 616736 bytes, checksum: 1d2f583598331a2fc2decbe75a2ae20c (MD5) Previous issue date: 2011 / Esta dissertação teve como objetivo pesquisar a influência dos franqueados na gestão estratégica de sua franqueadora. Dentre todos os tipos de franchising existentes, foram avaliados os modelos atuais, que conceitualmente oferecem possibilidade de diálogo e debate, entre franqueados e franqueadores, sobre assuntos relativos ao negócio, a saber: o Business Format Franchising, modelo mais utilizado e o Learning Network Franchising, uma versão mais evoluída do primeiro. Foi escolhido o estudo de caso múltiplo com quatro redes de franquias brasileiras, atuantes a nível nacional, associadas à ABF e com qualidade reconhecida e chancelada pelo selo de excelência em franchising por diversas vezes. Fundamentados na teoria de aprendizagem, a qual mostra a necessidade de maior participação e aprendizado mútuo para melhoria contínua do negócio e da competitividade, e nas demais teorias sobre o sistema, como a de agência e da escassez de recursos, as franquias das gerações mais recentes criaram meios de comunicação e troca de experiência com suas redes de franqueados. Procuramos entender como se dá esta interação e quais os meios que elas utilizam para facilitar este processo. Utilizou-se o método de estudo de caso múltiplo, por se tratar de um fenômeno contemporâneo. A pesquisa qualitativa teve um caráter exploratório-descritivo. A coleta de dados foi realizada por meio de entrevistas semi-estruturadas, com franqueados, franqueadores e consultores do mercado, nas praças do Rio de Janeiro e São Paulo. Os dados foram avaliados utilizando o método de análise de conteúdo para atingir os objetivos propostos. Foi realizada a análise horizontal, relativizando entre os grupos de entrevistados, principalmente franqueados e franqueadores e, em alguns momentos, a análise vertical, explorando as franquias individualmente, buscando semelhanças e divergências nas redes. A pesquisa ressalta formas alternativas de participação de franqueados no desenvolvimento e debate sobre questões estratégicas e mostra que hoje tais influências estão concentradas na estratégia funcional, aproveitando o conhecimento do franqueado em sua operação local em benefício da rede. Foram encontradas experiências interessantes na forma como as redes se organizam para interagir e conseguir influenciar na estratégia adotada por seu franqueador e os desafios presentes para aprimorar e expandir esta troca. / 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.