O perfil das empresas no franchising brasileiro: uma análise dos esforços de inovação

Abstract

Franchising is a business model that has been directly contributing to a good performance of companies, causing their mortality rates to decrease and collaborating to the growth of economies in several countries. It is based on the use of best practices and its origin is explained by some of the theories discussed in this paper. Companies, by becoming franchisors, build their own networks and have predictable life cycles, regardless of segment, size or product, and innovation in the franchising system is necessary to maximize values and to reach higher stages of development. Worldwide and particularly in Brazil, studies to identify the characteristics of companies that innovate in franchising are especially interesting for profiling the market, and this study aims to conduct an exploratory analysis in this regard, based on franchisors operating in the Brazilian franchising market. In order to survey related studies and to guide the theoretical framework of this work, a systematic review of the literature was carried out and, subsequently, a questionnaire was created based on PINTEC, the IBGE's technological innovation survey, to be applied to Brazilian franchisors. The results revealed a low level of participation by franchisees in innovation and contribute to the visualization of a general panorama of the current market and can be used as a research source for correlated studies.