Submitted by Jorge Silva (jorgelmsilva@ufrrj.br) on 2017-08-04T19:22:52Z No. of bitstreams: 1 2014 - Alicelia Rosa de Oliveira Pecanha.pdf: 1858543 bytes, checksum: dd73e1957347f0f20c489dbaa0a28e83 (MD5) / Made available in DSpace on 2017-08-04T19:22:52Z (GMT). No. of bitstreams: 1 2014 - Alicelia Rosa de Oliveira Pecanha.pdf: 1858543 bytes, checksum: dd73e1957347f0f20c489dbaa0a28e83 (MD5) Previous issue date: 2014-05-06 / PECANHA, Alicelia Rosa de Oliveira. Professionalization of Family Management to Franchise: The Study of a Brazilian Bookstore. Serop?dica: UFRRJ, 2014 Proposal for Qualification (Professional Master in Management and Strategy).. Institute of Humanities and Social Sciences, Department of Administrative and Financial Sciences. This work aims the implementation of the franchising model in the Book Cia. The company was founded in the city of Valencia, located in the state of Rio de Janeiro, in 2000, in order to meet a market of approximately 70 thousand inhabitants and after twelve years of market thrived and currently also serves the cities Brooms, Three Rivers, Volta Redonda and Barra do Pirai, all located in the South Fluminense. A team of employees totaled thirty-four employees serving approximately demand of two hundred fifty thousand consumers. The small company was born and raised in family management templates and is in a moment realizes the need to professionalize, adopt seen that as a growth strategy, franchising. For Cia Book convert into a franchise network is important to understand that the process of professionalization terminating in its wake a series of measures to separate the sphere of corporate governance of family management, since the rationality peculiar to each them would be incompatible. The relevance of this study is to understand that the process of professionalization of a small business is able to overcome the challenges and habits of family management, and respond with a higher degree of efficiency to the challenges of the business environment. The action research method was chosen because it clearer when there are practical goals of immediate nature, and propose solutions where possible and follow the corresponding, or at least shares, do advance the awareness of the participants with regard to the existence of obstacles and solutions. / O presente trabalho tem por objetivo a implanta??o do modelo de franchising na Cia do Livro. A empresa foi fundada na cidade de Valen?a, situada no interior do estado do Rio de Janeiro, no ano de 2000, com o intuito de atender um mercado de aproximadamente 70 mil habitantes e ap?s doze anos de mercado, prosperou e atualmente atende tamb?m ?s cidades de Vassouras, Tr?s Rios, Volta Redonda e Barra do Pira?, todas localizada na regi?o Sul Fluminense. A equipe de colaboradores somam trinta e quatro funcion?rios que atendem a demanda aproximada de duzentos e cinquenta mil consumidores. A pequena empresa nasceu e cresceu nos moldes da gest?o familiar e encontra-se em um momento onde percebe a necessidade de profissionalizar-se, visto que adotar? como estrat?gia de crescimento, o franchising.. Para que a Cia do Livro converta-se em uma rede de franquia ? relevante compreender que o processo de profissionaliza??o encerra em seu bojo uma s?rie de medidas que visam separar a esfera da gest?o empresarial da gest?o familiar, posto que a racionalidade peculiar a cada uma delas seria incompat?vel. A relev?ncia deste estudo se faz ao compreender que o processo de profissionaliza??o de uma pequena empresa ? capaz de superar os desafios e h?bitos da gest?o familiar e responder com maior grau de efic?cia aos desafios do ambiente de neg?cios. O m?todo da pesquisa-a??o foi escolhido por ser esclarecedor quando existem objetivos pr?ticos de natureza imediata, como propor solu??es quando poss?vel e acompanhar as a??es correspondentes, ou pelo menos, fizer progredir a consci?ncia dos participantes no que diz respeito ? exist?ncia de solu??es e obst?culos.

自從1858年第一個連鎖體系出現以來，連鎖加盟制度已經成為經營型態的重要潮流。除了在美國大行其道之外，在台灣也是如雨後春筍般地蓬勃發展。以台灣的發展而言，到民國84年為止，台灣共有167個連鎖體系，在超過一萬兩千個營業據點中，便利商店便有將近三千個營業據點，可見其重要性。 　　便利商店的興起也帶給台灣經營生態不小的衝擊。國外經營知識的引入，使得人們可以享有清潔乾淨的購物環境、商品結構的齊全、24小時營業，滿足了人們便利性的需求。此外，便利商店的興起帶動相關產業的興起，如物流業者、資訊服務業等等，這都有賴於國外經營知識的引入帶來經營體質上的提昇。因此本研究的研究目的在於探討經營知識特性對於國外連鎖體系經營知識移轉方式、本土連鎖體系經營知識來源、以及國內連鎖總部與各分店間經營知識移轉方式的影響，本研究也將探討國際連鎖體系對於經營知識的調整原因與方式。 　　本研究採個案研究方法，一方面利用個案訪問，包括7-ELEVEN、福客多、OK便利商店、統一麵包加盟店以及萊爾富便利商店；另一方面也對次級資料做整理，以便對於業界之實務作法有一瞭解。 　　本研究之結論如下： 　　一、對國際性連鎖體系而言，經營知識移轉方式和經營知識特性有關。與外部機構關係弱的經營知識都是由國外母公司提供文件或派遣顧問來移轉。與外部機構關係強的經營知識會需要國內連鎖總部藉由觀摩並自行發展的努力。 　　二、對本土連鎖體系而言，經營知識的來源和經營知識的特性無關，但連鎖總部的經驗和能力會影響經營知識的來源。 　　三、在國內連鎖總部與各分店間經營知識的移轉方面，後場的經營知識多是利用文件來移轉，前場的經營知識則是文件與人員移轉並重。研究中也發現，示範店對於連鎖總部創新的推行、經營知識的手冊化有正面的助益，不但有助於總部經營知識的累積，也可以簡化移轉的程序。 　　四、研究中發現經營知識會因為當地的環境差異而需要調整，且經營知識調整的原因會影響調整的方式。經營知識本質的調整主要是文化的因素造成，程序上的調整則主要是因為非文化性因素造成。

近年來台灣醫藥環境面臨重大變革，如全民健保開辦、醫藥分業實施、藥品進口自由化及藥品零售業務國際化，加上消費者教育水準之提高，在此種種因素影響下，藥局經營必須改變體質才能面對新環境、新挑戰。此外，隨著經濟環境的改善，民眾對於健康醫療相關的支出比例亦持續增加。藥局經營模式已不知不覺產生變化，由量的減少到質的提升、由被動轉為主動、由以「生病為中心」的商品組合到「健康為中心」的商品組合、由單打獨鬥到策略聯盟、由專業分工到資源整合都考驗著藥師的經營能力。 綜合上述可以發現在整體大環境改變下，傳統社區藥局經營模式已無法滿足顧客之需求，加上顧客對健康養身觀念意識之抬頭，社區藥局已逐漸定位為主動替顧客健康照護之把關者，而非僅僅是有病才拿藥之消極互動模式。尤其對長期慢性病友而言，社區藥局如何透過慢性病處方箋與醫院長期合作照護病友，以使病友用最有效率、最近距離、最少時間取得最正確安全之藥事服務，以提升附加價值；擺脫低價策略擴大市場需求，將成為社區藥局需審慎思考之新經營策略。 有鑒於此，本研究透過服務科學建立「新型態社區藥局服務創新模型與連鎖加盟經營」，以期在醫院與病友間成為有效之溝通橋樑並提升顧客健康照護之價值。接著，轉型第二階段將延續新商業模式，利用關係行銷建立「全國慢性病會員慢箋照護E-Pharmacy創新服務計畫」，協助個案公司將與其相關性之各產業資源相結合，形成牢不可破之關係行銷網，以期轉型發展成具有持續競爭力之永續經營企業，以因應產業之快速變化。 / Medical and pharmaceutical industries in Taiwan have been facing revolutionary transformations in recent years. These include the launch of National Health Insurance, dispensing separation (DS), import liberation, retail internationalization, and the elevation of consumer education levels. Under the impacts of these factors, drug store businesses have had to change accordingly to adapt to the new environment and respond to new challenges. Furthermore, with the improved financial condition of people, the proportion of budgets spent on medical- and healthcare-related services is steadily rising. The business model of a drug store has also changed. It has moved from quantity-focused management concepts to quality-focused ones, from passive-based services to active-based ones, from “illness-centered” products to “health-centered” ones, from a solitary pursuit to strategic alliances, and from division of professional work to integration of resources. The transformation poses a great challenge to the management capabilities of pharmacists. In short, under global changes and the raising of public awareness of health and health care, traditional community drug stores are far from meeting the demands of customers. From the passive business model of waiting for sick customers to walk in for their medications, community drug stores have gradually transformed to become actively involved in restoring and enhancing the health of their customers. By maintaining long-term cooperation with the hospitals that prescribe medications to their customers, community drug stores can especially help chronic patients by providing them the most efficient, shortest distance, correct and safe pharmaceutical services within the shortest time. Drug store owners should take this new business strategy into serious consideration as it allows them to offer value-added services to customers, abandon a low-pricing strategy, and expand market demand. In view of the above-mentioned, this study has set up a “New Form of Community Drug Store with Innovative Service Model and Franchise Chain Business Model” via Service Science, Management and Engineering (SSME), and which aims to build an effective communication bridge between the hospital and the patient and enhance the value of healthcare services given to customers. The second phase of transformation is an extension of the new business model. In the second phase, relationship marketing is adopted to establish a “National Innovative Service Program of E-pharmacy for Chronic Patients” to assist the company in the study to integrate corresponding resources from different industries and form a strong relationship marketing network. With this program, it is hoped that the drug stores can transform and develop into sustainable ventures with sustainable competitive edges to respond to the rapid changes in the industry.

Titel: Franchisee-based brand equity inom fastighetsmäklarbranschen – Varumärkets värde för franchisetagare Nivå: C-uppsats i ämnet företagsekonomi Författare: Ebba Granberg, Malin Bloom Handledare: Jonas Kågström Datum: 2015 - maj Syfte: Syftet med denna studie är att analysera vilka källor franchisetagare påverkas av i skapandet av FBBE inom tjänsteföretag. Detta med avseende på vilken betydelse varumärket har i franchisekonceptet och huruvida detta påverkar franchisetagarens intentioner att ingå i ett franchiseavtal samt bibehålla franchiserelationen. Metod: Då syftet med studien är att analysera franchisetagarens påverkan av FBBE, har således studien genomförts med en kvalitativ forskningsansats. Semi-strukturerade intervjuer har utförts med 12 franchisetagare inom fastighetsmäklarbranschen, vilka alla arbetar i Stockholmsområdet. Materialet har därefter analyserats med hjälp av dataanalysprogrammet Nvivo10 och presenterats tillsammans med resultaten för studien. Resultat & slutsats: Studien introducerar en ny modell över FBBE inom den svenska fastighetsmäklarbranschen. Förslag till fortsatt forskning: Denna studie är avgränsad till ett specifikt geografiskt område och det kan därför vara av intresse att upprepa en liknande studien inom samma bransch, men i ett annat geografiskt område. Då studien har en kvalitativ forskningsansats kan det även vara av intresse att överföra studien till en kvantitativ forskningsansats för att skapa en generaliserbarhet för den svenska fastighetsmäklarbranschen. Det kan även anses vara intressant att utforska franchisegivarens uppfattning om franchisee-based brand equity. Uppsatsens bidrag: Bidraget kan öka förståelsen för franchisetagare vid val av franchisegivare samt ge en ökad förståelse för källorna till franchisee-based brand equity. Franchisegivare är likväl en målgrupp för uppsatsens tillämpning då även de kan få en ökad förståelse för vilka aspekter som är av vikt vid franchisetagares val av franchisenätverk, men kan även vara av intresse för verksamma fastighetsmäklare inom branschen. Nyckelord: Franchise-based brand equity, varumärke, franchisetagare, attraktion, bibehållande och källor. / Title: Franschisee-based brand equity in real estate business – brand equity for the franchisee Level: Final assignment for Bachelor Degree in Business Administration Author: Ebba Granberg, Malin Bloom Supervisor: Jonas Kågström Date: 2015 – may Aim: The purpose of this study is to analyze the sources franchisees is affected by in the creation of FBBE in service companies. This is with regards to the significance of the brand in the franchise concept, and whether this affects the franchisee’s intentions to enter into a franchise agreement and to maintain the relationship. Method: Since the purpose of the study is to analyze how franchisees are affected by FBBE, the study has been done with a qualitative research approach. Semi-structured interviews were conducted with 12 franchises from the real estate market; all of which is working in the Stockholm area. The materials were then analyzed by using the data analysis program Nvivo10 and are presented together with the results of the study. Result & Conclusions: The study introduces a new model for FBBE in the Swedish real estate business.  Suggestions for future research: Due to the decision to limit our study to a specific geographic area, it is of interest to replicate the study in the same field, but in a different geographical area. Because of the studies qualitative research approach it would also be in the interest to transfer the study to a quantitative research approach to create a generalization for the Swedish real estate business. Also too consider the franchisor’s perception of franchisee-based brand equity. Contribution of the thesis: The contribution of the study can be used by franchisees to increase their understanding in the selection of franchisors and provide a greater understanding of the sources of franchisee-based brand equity. Franchisors are nonetheless a target audience for the essays appliance, as they can have a better understanding of what is important to the franchisee in the choice of franchise networks, but it can also be in the interest to active real estate agents.

Submitted by Karlise Klafke Baldoni (kaklafke@hotmail.com) on 2018-01-02T17:21:49Z No. of bitstreams: 1 Dissertacao.KarliseBaldoni.pdf: 6855343 bytes, checksum: c0a59364e5f640d40d281aff75f8a3d1 (MD5) / Rejected by Adriana Aparecida Puerta null (dripuerta@rc.unesp.br), reason: Prezada Karlise Klafke Baldoni, Solicitamos que realize uma nova submissão seguindo as orientações abaixo: - Capa - Faltou a capa no documento enviado. Este item é elemento obrigatório de acordo com as normas de trabalhos do seu Programa de Pós Graduação. Agradecemos a compreensão e aguardamos o envio do novo arquivo. Atenciosamente, Biblioteca Campus Rio Claro Repositório Institucional UNESP on 2018-01-05T10:20:32Z (GMT) / Submitted by Karlise Klafke Baldoni (kaklafke@hotmail.com) on 2018-01-10T11:27:28Z No. of bitstreams: 1 Dissertacao.KarliseBaldoni.pdf: 5973376 bytes, checksum: e0ee4ce8519df2493dee29bdc650ed46 (MD5) / Approved for entry into archive by Adriana Aparecida Puerta null (dripuerta@rc.unesp.br) on 2018-01-11T10:34:01Z (GMT) No. of bitstreams: 1 baldoni_kk_me_rcla.pdf: 5926877 bytes, checksum: f03ccdc12430ba015f0af52401c9b1ee (MD5) / Made available in DSpace on 2018-01-11T10:34:01Z (GMT). No. of bitstreams: 1 baldoni_kk_me_rcla.pdf: 5926877 bytes, checksum: f03ccdc12430ba015f0af52401c9b1ee (MD5) Previous issue date: 2017-11-06 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Este estudo buscou compreender a expansão de unidades de franquias para cidades pequenas. Tradicionalmente, essas formas comerciais localizavam-se nos grandes centros, onde as demandas por consumo e as estruturas urbanas garantiam o sucesso do sistema de franquias. Por outro lado, recentemente as cidades pequenas assistiram à instalação de unidades de franquias em seus contextos urbanos. Essas cidades são conhecidas pela resistência a modernidade e pelos vínculos de sociabilidade, por outro lado a presença de unidades de franquias nessas cidades também lhes confere a característica de cidades mundializadas. Assim nas cidades pequenas há a convivência dialética entre as formas tradicionais e a novas formas comerciais. Além das repercussões para o espaço urbano, a presença de unidades de franquias nas cidades pequenas também aponta para o aprofundamento da divisão territorial do trabalho, ampliando o papel das cidades médias e das metrópoles em detrimento das cidades pequenas. Isso porque, a população dessas cidades passou a reproduzir as relações de consumo antes exclusivas dos grandes centros graças a repetição das marcas e dos símbolos via recursos midiáticos. A análise é pautada na articulação entre sociedade, espaço e comércio na compreensão das estratégias dos sistemas de franquias, buscando explicar a sua presença em cidades pequenas. Entendemos assim, as franquias e o consumo como parâmetros de análise no entendimento das mudanças na produção do espaço urbano e nos papéis desempenhados no contexto regional pelas pequenas cidades. O recorte espacial selecionado foram as cidades de: Pedreira, Artur Nogueira, Jaguariúna, Santa Cruz das Palmeiras, São Pedro e Aguaí, as quais são cidades pequenas que apresentam maior número de franquias dentre as inseridas na região de Campinas. / The mean of this study was to understand the franchise expansion to small towns. Traditionally, these commercial forms were located in big cities, where consumption demands and urban structures ensured the success of the franchise system. On the other hand, recently the small towns have seen the franchise installation in their urban contexts. These cities are known for their resistance to modernity and the bonds of sociability; on the other hand, the franchise in these cities also gives them the characteristics of global cities. Thus in small towns there is a dialectical coexistence between traditional forms and new commercial forms. In addition to the repercussions for urban space, the franchise presence in small towns also points to the deepening of the territorial division of labor, expanding the role of mediumsized cities and metropolises. This is because, the population of these cities began to reproduce the relations of consumption previously exclusive to the great centers thanks to the repetition of the marks and the symbols via marketing. The analysis is based on the articulation between society, space and commerce in the understanding of the franchising strategies, trying to explain their presence in small towns. We understand franchises and consumption as parameters to analyse the changes in the urbar space production and the roles of small towns in the regional context. The selected cities were: Pedreira, Artur Nogueira, Jaguariúna, Santa Cruz das Palmeiras, São Pedro and Aguaí, which are small towns with the highest number of franchises in the Campinas region.

Submitted by Cristiane Oliveira (cristiane.oliveira@fgv.br) on 2011-06-02T14:25:41Z No. of bitstreams: 1 68080200008.pdf: 724995 bytes, checksum: 0d232a6a048ed5cbe260b0fe07435cf6 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia(suzinei.garcia@fgv.br) on 2011-06-02T14:47:30Z (GMT) No. of bitstreams: 1 68080200008.pdf: 724995 bytes, checksum: 0d232a6a048ed5cbe260b0fe07435cf6 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia(suzinei.garcia@fgv.br) on 2011-06-02T14:52:37Z (GMT) No. of bitstreams: 1 68080200008.pdf: 724995 bytes, checksum: 0d232a6a048ed5cbe260b0fe07435cf6 (MD5) / Made available in DSpace on 2011-06-02T15:00:36Z (GMT). No. of bitstreams: 1 68080200008.pdf: 724995 bytes, checksum: 0d232a6a048ed5cbe260b0fe07435cf6 (MD5) Previous issue date: 2010-12-16 / The objective of this study is to understand the challenges that could contribute for the franchising to become a representative distribution channel in the Brazilian cosmetic market. The research was conducted from a qualitative approach, in which were made twenty and two interviews with franchisors and franchisees, in the period between September and November of 2010. The interviewees were members of the following companies: Água de Cheiro, Antídoto, Contém 1g, Mahogany e O Boticário. The results were that the franchise model is seen by franchisees and franchisors as a good alternative for distribution and capillarity of the brand. However, the franchise model presents some challenges, such as the improvement of the franchisor´s engagement, a better selection process of franchisees, increase financial support, adjust the stores location method and, finally, improve the method for setting royalties. / O objetivo fundamental deste trabalho foi investigar e entender quais são os desafios para que o modelo de franquias possa crescer ainda mais e adquirir maior representatividade enquanto modelo de distribuição no setor de perfumaria e cosméticos brasileiro. Para isto, utilizou-se, além de uma revisão bibliográfica a partir do referencial teórico disponível, uma abordagem qualitativa, segundo a qual foram realizadas vinte e duas entrevistas com franqueados e franqueadores, no período compreendido entre setembro e novembro de 2010. As empresas representadas por estes entrevistados foram: Água de Cheiro, Antídoto, Contém 1g, Mahogany e O Boticário. A realização destas entrevistas revelou que, embora o modelo de franquias seja visto por franqueados e franqueadores como uma boa alternativa para a distribuição de produtos e para o aumento da capilaridade da marca, o modelo de franquias apresenta alguns desafios a serem alcançados, tais como maior participação ativa da rede franqueadora, melhoria no modelo de avaliação e seleção de franqueados, melhor suporte financeiro aos franqueados nos primeiros anos após a abertura da loja, melhor modelo para escolha da localização das lojas e, por fim, melhor modelo para definição de taxas de royalties.

Made available in DSpace on 2016-06-02T20:23:14Z (GMT). No. of bitstreams: 1 5087.pdf: 3337839 bytes, checksum: dd1a3d8080f9c50c9ec2f2dbd7f23682 (MD5) Previous issue date: 2012-11-30 / Financiadora de Estudos e Projetos / The major media conglomerates consolidated from the 1980s invest heavily on franchises captained by blockbusters movies and a wide range of products derived from them, in search of larger profits in the worldwide entertainment market. This study aims to analyze the marketing characteristics of franchises produced by major media conglomerates. In intend to do so, notes and appointments are made on the Star Wars film franchise, referred to as a kind of genesis for the franchise business model that the entertainment industry practices today. Star Wars created a paradigm in the production process of the Hollywood studios, combining filmic creativity with product marketing practices for disclosure and especially the development of strategic marketing licensing and merchandising of products that carry its brand. Through the analysis of the narrative structure of the Star Wars movies, creative tools used in the development of the story and its characters are identified showing possible paths for creating extensions and sequences that allow the expansion of several derived products across multiple platforms, building the media franchise. / Os grandes conglomerados de mídia, consolidados a partir da década de 1980, investem pesadamente em franquias capitaneadas por filmes blockbusters e uma vasta gama de produtos deles derivados, na busca de lucros cada vez maiores no mercado do entretenimento mundial. Este trabalho tem por objetivo analisar as características mercadológicas das franquias produzidas pelos grandes conglomerados de mídia, tendo como objeto de estudo e apontamentos a franquia cinematográfica Star Wars, referenciada como uma espécie de gênese para o modelo de negócio de franquias que a indústria do entretenimento pratica hoje. Star Wars criou um paradigma no processo produtivo dos estúdios de Hollywood, unindo a criatividade do produto fílmico com as práticas de marketing para sua divulgação e, principalmente, o desenvolvimento de estratégicas mercadológicas de licenciamento e de merchandising dos produtos que levam sua marca. Por meio da análise da estrutura narrativa dos filmes de Star Wars, são identificadas ferramentas que, utilizadas no desenvolvimento da história e de seus personagens, possibilitam caminhos para a criação de extensões e sequências na expansão dos vários produtos derivados, em diversas plataformas, na construção da franquia de mídia.

Made available in DSpace on 2016-03-15T19:30:42Z (GMT). No. of bitstreams: 1 Iratan Lira Feitosa.pdf: 2497852 bytes, checksum: a1c5ecfa0fd16a745af8922aedf18ba1 (MD5) Previous issue date: 2010-08-11 / Fundo Mackenzie de Pesquisa / Knowledge has been the subject of many researches in Business Administration area. Inside this area, the transfer process and absorbing knowledge has aroused interest and became an important key to increase competitiveness, especially in activities that depends of intensive knowledge, as occurs in franchise networks. The relationship between franchisor and franchisees is guided by ambiguity, alternating the necessity of cooperation and interests conflicts. However, the issues when well managed, can become harmonic and provide satisfactory results for the network members in order to reach better competitiveness. In this research is discussed the value of knowledge in franchises in order to expand this knowledge area. To make truth, it was done a multi-paradigmatic research on franchise networks in Brazil and France, involving 103 franchise units. They main assumption of this thesis is that when knowledge is properly transferred by franchisors and properly absorbed by franchisees, it constitutes a driving factor for competitiveness evidence in the network. The general target of this research was to investigate how the transfer process, absorption process and the use of knowledge for developing products, services process happens in the franchise network, analyzing if this knowledge, when it is transferred and absorbed by the franchise units, it is an evidence of business competitiveness. The data collected in the field were analyzed by content analyze technique and multivariate statistical analyze methods (factor analysis and cluster). The results support the assumptions adopted and validates the central hypothesis of this research. It was evaluated the attributes that make part of knowledge transfer, absorption, competitiveness evidence and it was noted that there are relationship between each other, allowing a model draft related with transfer process, knowledge absorption evidence competitiveness in franchise units. / O conhecimento é, na atualidade, tema de muitos estudos na área de Administração de Empresas. Neste campo, os processos de transferência e de absorção de conhecimentos despertam interesse por mostrarem-se fundamentais aos ganhos de competitividade, especialmente em atividades que dependem do uso intensivo de conhecimentos, tal como ocorre em redes de franquia. O relacionamento entre a franqueadora e os franqueados pauta-se em ambigüidades, alternando a necessidade de cooperação e os conflitos de interesses das partes. Estas questões, entretanto, quando bem administradas, podem tornar-se harmônicas e geradoras de resultados satisfatórios para os integrantes da rede, na busca de maior competitividade. Nesta pesquisa, discute-se o valor do conhecimento em franquias, visando ampliar o saber nesta área. Para concretizá-la realizou-se uma pesquisa multi-paradigmática, em redes de franquia no Brasil e na França, envolvendo 103 unidades de franquia. A pressuposição central desta tese é que, quando o conhecimento é adequadamente transferido pelas franqueadoras e apropriadamente absorvido pelos franqueados, constitui-se fator condutor da presença de evidências de competitividade na rede. O objetivo geral da pesquisa consistiu em investigar como ocorrem os processos de transferência, de absorção e de uso do conhecimento para desenvolvimento de produtos, serviços e processos em redes de franquias, avaliando se este conhecimento, quando é transferido e absorvido pelas unidades franqueadas, constitui-se evidências de competitividade das empresas. Os dados coletados no estudo de campo foram analisados utilizando-se as técnicas de análise de conteúdos e de análise estatística multivariada (análises fatoriais e de clusters). Os resultados obtidos reforçam os pressupostos adotados e validam a hipótese central do estudo. Avaliaram-se os atributos constitutivos dos construtos transferência de conhecimentos, absorção de conhecimentos e evidências de competitividade e constatou-se a existência de relação entre eles, permitindo o esboço de um modelo que relaciona os processos de transferência e de absorção de conhecimentos com as evidências de competitividade percebidas em unidades de franquia.

Made available in DSpace on 2016-03-15T19:32:51Z (GMT). No. of bitstreams: 1 Alex Serafim Alves.pdf: 3490821 bytes, checksum: b8b45b9f4c871e28f07978510f23bf72 (MD5) Previous issue date: 2014-05-16 / This case study aimed to determine the contribution of intangible assets characterized as intellectual capital to business performance in a differentiated network of franchise restaurants. The research was characterized as exploratory and qualitative. Several techniques for data collection were used: direct observation, survey and interviews with the full participation of 24 respondents, with those managers and employees of a differentiated network of franchise restaurants. Respondents highlighted that human assets and market assets are the main contributors to the generation of results. Based on the results obtained, it was found that the network currently uses 20 performance indicators (KPI) keys to managing their restaurants, it is possible to relate these indicators to active defined by Brooking (1996), however the managing partners have some difficulties in the analysis of various reports that these often receive, being required increasingly, consolidated, summarized and direct information to support the management of restaurants. Finally, it was presented a simplified model to gather a list the main key performance indicators in a single report for the managing partners, which is the main contribution of this work. Future studies can be further developed from this research, searching for the adaptation of the performance measurement system in other networks restaurant franchises, and the investments made in each of the asset groups defined by Brooking (1996): Human Assets, Infrastructure Assets, Market Assets and Intellectual Property Assets. / Este estudo de caso teve como objetivo verificar a contribuição dos ativos intangíveis caracterizados como Capital Intelectual para o desempenho empresarial em uma rede diferenciada de franquias de restaurantes. A pesquisa caracterizou-se como exploratória e de natureza qualitativa. Foram utilizadas diversas técnicas para coleta de dados: observação direta, levantamento e entrevistas contando com a participação total de 24 respondentes, sendo esses gestores e colaboradores de uma rede diferenciada de franquias de restaurantes. Os respondentes destacaram que os ativos humanos e os ativos de mercado são os que mais contribuem para geração dos resultados. Com base nos resultados obtidos, verificou-se que atualmente a rede utiliza 20 indicadores chaves de desempenho (KPI) para a gestão dos seus restaurantes, sendo possível relacionar esses indicadores aos ativos definidos por Brooking (1996), porém os sócios gestores possuem algumas dificuldades na análise de diversos relatórios que esses recebem frequentemente, sendo necessárias cada vez mais informações consolidadas, resumidas e diretas para apoiar a gestão dos restaurantes. Por fim, apresentou-se um modelo simplificado para reunir em um rol, os principais indicadores chaves de desempenho em um único relatório para os sócios gestores, sendo essa a principal contribuição desse trabalho. Futuros estudos podem ser aprofundados a partir dessa pesquisa, buscando a adaptação do sistema de mensuração de desempenho em outras redes de franquias de restaurantes, aos investimentos realizados em cada um dos grupos de ativos definidos por Brooking: Ativos Humanos, Ativos de Infraestrutura, Ativos de Mercado e Ativos de Propriedade intelectual.

Bakgrund: Franchising som företagsform har haft en uppåtgående trend de senaste åren med både ökad omsättning och sysselsättning. Det existerar dock statistik som visar på motsatsen. Varannan franchisekedja i Storstockholm har fallande lönsamhet och ett betydande antal misslyckas med sin franchiseverksamhet. Franchiserelationer i sig är asymmetriska, vilket leder till att relationsproblematik ofta uppstår mellan parterna. Vilka faktorer som kan förklara franchiserelationers misslyckanden är ännu ett outforskat ämne inom svensk forskning. Bristen på forskning om franchising på den europeiska marknaden i kombination med avsaknad av kunskap rörande användningen av styrinstrument motiverar att fler studier behövs i en svenskeuropeisk kontext. Syfte: Studiens syfte ämnar identifiera de faktorer som kan förklara och ge upphov till misslyckanden i franchiserelationer. Genomförande: Studien är en kvalitativ fallstudie med ett deduktivt angreppssätt. Semistrukturerade intervjuer med franchisegivare och franchisetagare ligger till grund för insamlingen av empiriska data, med syftet att lyfta fram båda parters perspektiv. Slutsats: Studien identifierar sju faktorer som kan leda till att relationsproblematik i franchiserelationer uppstår. Beroende på hur faktorerna varumärke, val av partner, parternas mål och maktutövande hanteras så skapas olika förväntningar hos parterna, vilket utgör den femte faktorn. Faktorerna tillsammans påverkar franchiserelationen. I anknytning till relationen har faktorerna kommunikation och förändringsbenägenhet identifierats som väsentliga. Tas inte dessa faktorerna i beaktande, kan var och en eller ett antal tillsammans förklara samt ge upphov till misslyckade franchiserelationer. / Background: In recent years, franchising has shown a positive trend with increased turnover and employment. However, there are statistics that show the opposite. Every other franchised chain in Stockholm has declining profitability and a significant number of them are forced to discontinue franchising. Franchise relationships are asymmetric, which often causes problems between the parties. The key elements explaining franchising failures are yet an unexplored subject within Swedish studies. The lack of research regarding franchising on the European market, in combination with a lack of knowledge in the use of management control mechanisms, points to the fact that more studies in a Swedish-European context is needed. Purpose: The study aims to identify key factors which can explain and be the cause of failures in franchise relationships. Design: The study is a qualitative case study with a deductive approach. The gathering of empirical data is done through semi-structured interviews with franchisors and franchisees in order to highlight both of the parties’ perspective. Conclusion: The study identifies seven factors that can lead to problems in the franchise relationship. Depending on how the factors brand, selection of franchisee, parties’ objectives and exercise of power is being handled, different expectations form, which will affect the relationship. Expectations together with communication and receptiveness are the three additional factors. If these factors are not being managed, each one of them or a few together can explain franchise relationship failures.