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Unidades Franquiciadas Versus Propias En El Sistema De Franquicia: Una Investigación Empírica /

Author

Listed:
  • Díez de Castro, E.C.

    () (Universidad de Sevilla (España))

  • Navarro García, A.

    () (Universidad de Sevilla (España))

  • Rondán Cataluña,F.J.

    () (Universidad de Sevilla (España))

  • Rodríguez Rad, C.J.

    () (Universidad de Sevilla (España))

Abstract

El sistema de franquicia sigue su avance imparable en todo el mundo, tanto en los países más desarrollados comercialmente como en los que tienen unas estructuras comerciales más anticuadas. Esta es la razón de que actualmente sea centro de atención en las investigaciones científicas en el área de los negocios. Las cadenas que operan en franquicia realizan su expansión utilizando unidades propias y franquiciadas, en este contexto, nuestro trabajo tiene como objetivo tratar de determinar qué tipos de unidades son más eficientes. Unidades propias y franquiciadas son comparadas a través de los siguientes indicadores: ventas por empleado, ventas por establecimiento y empleados por establecimiento. Utilizamos como medida del desempeño de las cadenas: rentabilidad económica, ingresos y resultados ordinarios. Este campo de investigación sobre la franquicia no ha sido desarrollado en España y ha sido escasamente tratado en la literatura científica internacional. / Franchising system continues its unstoppable advance worldwide, as in the most commercially developed countries as in those that have some more antiquated commercial structures. For that reason, nowadays, this is an important research topic in the business area. Franchising chains expand themselves through own and franchised units, in this context, this work intends to determine what kinds of units are more efficient. Own and franchised units are compared by the following indexes: sales per employee, sales per establishment and employees per establishment. As performances measures has been used: ROI (return on investment), incomes and ordinary results. This field of research has not been developed in Spain and scantly treated in the scientific international literature.

Suggested Citation

  • Díez de Castro, E.C. & Navarro García, A. & Rondán Cataluña,F.J. & Rodríguez Rad, C.J., 2008. "Unidades Franquiciadas Versus Propias En El Sistema De Franquicia: Una Investigación Empírica /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 14(2), pages 185-210.
  • Handle: RePEc:idi:jiedee:v:14:y:2008:i:2:p:185-210
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