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Senales de valor de marca de las franquicias en México. Su efecto en el crecimiento del sistema franquiciador

Author

Listed:
  • Jannett Ayup González
  • Esther Calderón Monge

Abstract

La valoración de marca en la franquicia es aún insuficiente. Estos negocios estimulan el desarrollo económico de los países emergentes como México. El propósito de este trabajo es analizar las senales de valor de las marcas de franquicias que impulsaron el crecimiento de establecimientos de 2002 a 2008. Se empleó la metodología de datos de panel con 911 firmas operativas en el sistema franquiciador mexicano. Los resultados reflejan un efecto de endogeneidad y crecimiento negativo del sector. La decisión de franquiciar tuvo en cuenta la situación económica y el tamano entre otros aspectos que confirman los argumentos teóricos.

Suggested Citation

  • Jannett Ayup González & Esther Calderón Monge, 2014. "Senales de valor de marca de las franquicias en México. Su efecto en el crecimiento del sistema franquiciador," Estudios Gerenciales, Universidad Icesi, June.
    • Handle: RePEc:col:000129:011912
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1792
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    More about this item

    Keywords

    Franquicia; Teoría de las señales; Crecimiento; Metodología datos de panel;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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