Riscos para o sucesso da implantação de unidades de franquias

Abstract

The global competitiveness requires knowledge of organizations to respond to risks and challenges demanded by each environment in their project management. Making predictability, speed of response and adaptation skills to survive and expand. To promote the achievement of these skills, there is a risk management projects. The expansion of an objective organization increased its competitiveness in this respect the franchise sector has been highlighted, supported by sharing model of investment, management and risks. Still, this expansion can be complex and risky, so the goal of this research is to describe how the franchisor and the franchisee understand the risks of a franchise unit deployment project. This research used multiple case study with a descriptive exploratory approach and qualitative analysis. The cases organizations were chosen given its relevance to the industry and their respective segments. From three case studies were conducted nine interviews depths, being interviewed in each of three managers responsible for the implementation of the franchise units projects. Were also collected data in documents and reports of networks and franchise units, as well as official reports in developers organs and / or regulatory segment, in addition to personal visits to the units on more than one occasion including as a mystery shopper, and participation of a actual process of franchisee funding. The research identified in practice, risks that are described in the literature and success indicators commonly used for implantation of franchises unit projects. Examples of these risks are: excess franchisor's expectations and franchisee; repetition of mistakes by failure to record lessons learned; emotional imbalance of the franchisee; neglects to identify risks; deployment with outdated standardized manuals; overconfidence in the experience of franchisors; ignore the satisfaction of the teams; and the risk that the franchisee limited to the knowledge disseminated by the network and etc. As a contribution to the practice generated a list of risks that can occur in such projects, enabling better management in order to ensure more successful deployments. It is suggested for future studies, glimpse from the perspective of Behavior Theory and still carry out a survey of greater geographic coverage, using survey research to assess whether the risks identified are actually the most important.