Aliança estratégica: estudo de caso de empresas franqueadas no setor imobiliário de Campina Grande – PB.

Abstract

The complexity of the ambient, combined with intense globalization and in which the companies operate, they need good ideas to help bring to market more quickly, gaining a competitive advantage over competitors. A strategy that has been widely used is the formation of strategic alliances with the main objective to pool resources and expertise between companies to get a competitive advantage by lowering their risks and uncertainties. A model of strategic alliances is growing rapidly in Brazil and is the franchise, in which the owner grants the use of the mark and passes all the know-how acquired for the franchisee through a predetermined payment. Although several segments using the franchise model, in real estate is still unexplored. In the city of Campina Grande, for example there are only two real estate franchise and part of the same network. Faced with these initial settings, the general objective of this research is to identify advantages and disadvantages encountered by companies in the real estate Campina Grande sector who participate in a strategic alliance of franchise type. For this purpose, primary and secondary data were collected, and the search classified as descriptive qualitativa. As approach with analysis of the results showed that found several advantages to joining the franchise Easy Dream (fantasy name), among which are training on an ongoing basis both brokers and franchisees directors of the units, as well as the integration of all units of the existing network, allowing exchanges of information in an agile manner, facilitating the search for real estate data units that network of franchises. However it was found that the main drawback is still the inflexibility on the part of Easy Dream, which causes a slow adaptation to molds of various real estate scenarios present in Brazil. The research concludes that joining the franchise provided good results their units, they saw on Easy Dream the possibility of joining their values with the organization, which represents a successful case of strategic alliances. Key-words: