ANÁLISE DAS RESTRIÇÕES RECORRENTES DO RELACIONAMENTO FRANQUEADO-FRANQUEADOR: a construção de uma teoria substantiva sob a ótica do franqueado

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The relationship franchisor-franchisee, from the franchisee point of view, cannot be totally explained based on the general theoretical perspectives existing in currrent literature, due to lack of accuracy and lack of consideration regarding the fundamental and relevant factors for those involved, besides favoring the franchisors point of view. This study seeks to explain how the franchisees of a fast-food chain deal with the restrictions arising from their relationship with the franchisor. A substantive theory was constructed favoring the franchisees point of view. Five franchisees of fast food chains were interviewed, comprising a total of eighteen franchised stores. It is expected that the results found will increase knowledge regarding actions adopted by franchisees facing the emerging restrictions of their relationship with the franchisor, as well as contribute to reflections on interorganizational relationships existing among assimetrical chain-companies. The results demonstrate that there is divergence between the franchisor and franchiseess objetives and that franchisors defend their own purposes.

ASSUNTO(S)

relações interorganizacionais interorganizational relationships franchising franchising franqueado franchise administracao franchisor franchisee relações interorganizacionais franquia franqueador

ACESSO AO ARTIGO

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