¿La experiencia de gestión o la notoriedad de marca? Qué impacta más en la internacionalización de las cadenas de franquicias de servicios españolas
- Cerviño, Julio 1
- Baena-Graciá, Verónica 2
-
1
Universidad Carlos III de Madrid
info
-
2
Universidad Europea de Madrid
info
ISSN: 2530-5603
Any de publicació: 2017
Volum: 2
Número: 1
Pàgines: 20-31
Tipus: Article
Altres publicacions en: Emprendimiento y negocios internacionales
Resum
This paper focus on identifying the effects of several variables on the international expansion pursued by Spanish franchise service chains. These include: management and franchising experience, brand awareness, the international franchise ratio as well as franchisor’s size. This study is based on a survey of 125 franchisors doing business in 44 foreign countries. Findings allow us to conclude that franchising experience; together with brand awareness and company size are significantly associated with (i) the number of countries where the chain has a presence; (ii) the number of outlets abroad, and (iii) the years the chain has been operating overseas.
Referències bibliogràfiques
- Alon, I., Ni, L., & Wang, R. (2010). Internationalization of franchising. Book Chapter in Alon, I. (Ed.). Franchising globally. New York: Palgrave MacMillan.
- Ball, D.A., Lindsay, V.J., & Rose, E.L. (2008). Rethinking the paradigm of service internationalization: less resource-intensive market entry modes for information-intense soft services. Management International Review, 48, 413-431.
- Doherty, A.M. (2009). Market and partner selection processes in international retail franchising. Journal of Business Research, 62, 528-534
- Fama, E.F., & Jensen, M. (1983). Separation of ownership and control. Journal of Law and Economics, 26, 301-325.
- Galini, N., & Lutz, N. (1992). Dual distribution and royalty fees in franchising, Journal of Law, Economics and Organization, 8, 471–501.
- Hoffman, R., Kincaid, J. & Preble, J. (2008). International franchise expansion: does market propinquity matter? Multinational Business Review, 16, 25-51.
- Mariz-Pérez, R., & García-Álvarez, T. (2009). The internationalization strategy of Spanish indigenous franchised chains: A resource-based view. Journal of Small Business Management, 47, 514-530.
- Perrigot, R., López-Fernández, B. & Eroglu, S. (2013). Intangible Resources and Plural Form as Drivers of Franchise Internationalization: Examination within a Two-Country Perspective. Journal of Small Business Management, 51(4), 557-577.