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Estudio Del Performance De Los Grupos Estratégicos En El Sistema De Franquicia Español / Study Of Strategic Groups' Performance In The Spanish Franchising System

  • Rondán Cataluña, F.J.


    (Universidad de Sevilla (España))

  • Navarro García, A.


    (Universidad de Sevilla (España))

  • Díez de Castro, E.C.


    (Universidad de Sevilla (España))

  • Rodríguez Rad, C.


    (Universidad de Sevilla (España))

  • Guisado González, M.


    (Universidad de Vigo (España))

Registered author(s):

    La preocupación por considerar la heterogeneidad en los comportamientos empresariales dentro de un sector de actividad, ha sido uno de los principales motivos para la búsqueda e identificación de grupos estratégicos, generando un debate inagotable en el ámbito de la estrategia empresarial. Sin embargo, esta preocupación no se ha limitado a identificar arquetipos o configuraciones empresariales, sino que también se ha extendido al estudio de posibles diferencias en el rendimiento entre los grupos identificados. En el presente trabajo, intentamos dar respuesta a esta doble preocupación y todo ello centrándonos en el ámbito de la franquicia. Para ello, se ha elaborado una base de datos con el total de cadenas franquiciadoras (664) que en el año 2005 operaban en España. Los resultados obtenidos revelan la existencia de cinco grupos estratégicos (tipos de franquiciadores) perfectamente diferenciados, los cuales son descritos a partir de las variables estratégicas que los definen. Igualmente, se demuestra la existencia de diferencias en los resultados inter-grupales a partir de determinados indicadores de desempeño (ingresos, resultados ordinarios y rentabilidad). / The preoccupation to consider the heterogeneity in firm behavior within an activity sector has been one of the main reasons for the search and identification of strategic groups, generating an inexhaustible debate in the scope of the strategic management. Nevertheless, this preoccupation has not been limited to identify firm archetypes or configurations, but also it has extended to the study of possible differences in performance between the identified groups. In this paper, we tried to answer to this double problem focusing in the scope of franchising. A data base including all the franshisor chains (664) that operated in Spain in 2005 has been elaborated. Results reveal the existence of five strategic groups (types of franchisors) perfectly differentiated, which are described from the strategic variables they define them. Also, the existence of differences between groups with regard to results is shown based on some performance measures (income, ordinary results and profit).

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    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 16 (2010)
    Issue (Month): 2 ()
    Pages: 43-62

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    Handle: RePEc:idi:jiedee:v:16:y:2010:i:2:p:43-62
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    Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España

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