Detalhes bibliográficos
| Ano de defesa: |
2014 |
| Autor(a) principal: |
Sousa, Marcia Aparecida da Rocha |
| Orientador(a): |
Las Casas, Alexandre Luzzi |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
|
| Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
|
| País: |
BR
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
https://tede2.pucsp.br/handle/handle/1095
|
Resumo: |
This study aims to investigate the desired profile of the franchisee disclosed by franchisors in the prospecting phase of candidates and the profile of candidates interested in acquiring a franchise. Based on data collected, evaluate if both profiles, the ones disclosed by franchisors and the profile of people interested in acquiring a franchise, are aligned. The research, qualitative and quantitative, was structured in 2 steps. The 1st step was conducted with 165 franchisors who received the Seal of Excellence in Franchising 2013, awarded by the Brazilian Franchising Association (ABF). The main characteristics that a franchisee must possess were defined in the researched literature. The data, collected on websites and promotional material, were analyzed using content analysis method. The 2nd step was based on secondary data sourced by ABF, related to a research with 18.472 people who had interest in acquiring a franchise. The data of 820 respondents were entered in IBM SPSS.20 Statistics tool, where graphs and spreadsheets allowed identifying the sample profile. The content analysis method was used to support processing open questions. Finally, it was applied the triangulation technique, aiming to identify the relationship among the profiles selected in both researches. The 1st survey results revealed that managerial ability is the most quoted characteristic profile of the franchisee by franchisors, followed by financial capacity, entrepreneurial skills and personal commitment to the business. The 2nd survey, related to the people interested in acquiring a franchise, revealed that majority of respondents are men, 26 to 35 years old, graduated or post graduated and total income between 7,5 and 13 Brazilian official minimum wages. Besides that, we identified the following main characteristics: management skills, financial capacity, personal commitment with the business and believe the products or services are relevant. Finally, we concluded that profile of the franchisee disclosed by franchisors and the profile of candidates interested in acquiring a franchise are relatively aligned to the following characteristics: individuals who are between traditional managers and corporate entrepreneurs, participating directly in the business rather than delegating tasks, graduated, with managerial skills to handle appropriately the business; being able to increase customers value perception, adding value to the brand, products and services |
