Redes de Franquias
MICRO-FRANCHISE - Brazilian Microfranchising Chains: Entrepreneurs’ Backgrounds and Perceptions of Brands and Support
08/12/2017 10:33
The article aims to analyse how microfranchisees backgrounds
influence their perceptions of franchisors’ support and the brand. Based on the
theory of entrepreneurship and the elements of franchise support and brand, we
conducted a qualitative field study utilising the case study method with six
Brazilian microfranchisees. Results suggest both the influence of the
‘honeymoon period’ on perceptions of brands and support and the absence of
competencies required to manage a business. The main contribution of this
research is positing the relevance and importance of the ‘honeymoon period’ in
microfranchisees´ choices and performance.
The article aims to analyze how microfranchisees backgrounds influence their perceptions of franchisors’ support and the brand. Based on the theory of entrepreneurship and the elements of franchise support and brand, we conducted a qualitative field study utilizing the case study method with six Brazilian microfranchisees. Results suggest both the influence of the “honeymoon period” on perceptions of brands and support and the absence of competencies required to manage a business. The main contribution of this research is positing the relevance and importance of the “honeymoon period” in microfranchisees´ choices and performance.
2018 - Microfranchisee cases value perception - IJMED - Pedro, Julio, Felipe.pdf (524348)