Strategic Development Of Mexican Franchises Empirical Study In The Laguna Region, Mexico, Desarrollo Estrategico De Las Franquicias Mexicanas: Estudio Empirico En La Comarca Lagunera, Mexico

Franchising is a form of competitive business strategy that allows market expansion in a successful manner, in an environment of increasing global competitiveness. Franchise studies are mostly informal. Academic research has focused on: social reasons, expansion, franchisor and franchisee characteristics, and their relationships (Baena, 2009), existing gaps explain the critical success factors, and identify the characteristics of franchise development at the territorial level, among others. This research describes the business model and critical success factors and their relationship to sales growth, employment and profits in the development of Mexican franchises originated in the Laguna Region. The methodology consisted of the selection of critical success factors of franchising through document review and consultation with expert franchisors, and implementation of structured interviews with a sample of 30 restaurant and retail franchises in the region. The results were processed using descriptive statistics and correlation, including nonparametric tests. The results reflect distinctive features of the franchises of the Laguna District and identified 11 critical factors and behaviors.