Análise do sistema de franchising da Eva Bag & Shoes: percepções da relação entre o franqueador e os franqueados.

Abstract

The franchising system is a widely used way of expanding by companies, in which entrepreneurship is adopted as a tool, contributing to the business improvement and performance. In this sense, both the franchisor and the franchisee use means in which undertaking is the best way to reach and define their goals. Depending on the stance that each individual has, it becomes relative the level of involvement and possible actions to measure his/her performance on the franchise. In this work, the study was applied to a franchise shoes segment, which operates in this business field for eight years. The guiding elements for this study emerged from each individual characteristic (franchisor and franchisee), analyzed through the application of a questionnaire based on Rodrigues (1998) with the Network franchise and an interview with the franchisor (Partner Managing Director) developing the empirical part of the study. As a result, we obtained differences in the variables used in the research, which are the types of behavioral stance adopted by franchisees and are classified as entrepreneur, business owner and employee. It is noteworthy that all participate and contribute in the relationship with the franchisor and it directly affects the financial franchise development positively. The quality of this relationship is an issue of great importance in the study and in the franchising system.