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Gestión De Los Recursos Intangibles Por Las Empresas Franquiciadoras. Análisis Empírico En El Sector Servicios Y En El Retailing /

Author

Listed:
  • Bordonaba Justé, V.

    () (Universidad de Zaragoza (España))

  • Lucía Palacios, L.

    () (Universidad de Zaragoza (España))

  • Polo Redondo, Y

    () (Universidad de Zaragoza (España))

Abstract

Los recursos intangibles son un tema de gran interés en las disciplinas de marketing y organización al constituir una fuente de ventaja competitiva para las empresas (Caves, 1996; Srivastava, Fahey y Christensen, 2001). En la franquicia, la gestión adecuada de los recursos intangibles resulta una cuestión estratégica clave. Esta investigación pretende analizar los factores que influyen en la transmisión de los activos intangibles por las empresas franquiciadoras a los nuevos franquiciados mediante la exigencia de un canon. Debido a que la acumulación de activos intangibles por las empresas difiere entre sectores (Knott, Bryce y Posen, 2003) esta investigación examina la diferenciación de estos factores según operen las empresas franquiciadoras en el sector servicios o en el retailing. / Intangible resources management is a relevant issue in Marketing and Management perspectives because these resources provide companies with competitive advantages (Caves, 1996; Srivastava, Fahey and Christensen, 2001). Intangible resources management is considered a strategic key question in franchising. This research analyzes the factors that influence on the intangible assets transmission from the franchisor to new franchisees through an initial fee payment. Because of intangible asset accumulation differs among sectors (Knott, Bryce and Posen, 2003), this research examines the difference of these factors depending on if the franchise company does business in the service sector or in retailing.

Suggested Citation

  • Bordonaba Justé, V. & Lucía Palacios, L. & Polo Redondo, Y, 2006. "Gestión De Los Recursos Intangibles Por Las Empresas Franquiciadoras. Análisis Empírico En El Sector Servicios Y En El Retailing /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 12(2), pages 13-33.
  • Handle: RePEc:idi:jiedee:v:12:y:2006:i:2:p:13-33
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