¿La experiencia de gestión o la notoriedad de marca? Qué impacta más en la internacionalización de las cadenas de franquicias de servicios españolas

  1. Cerviño, Julio 1
  2. Baena-Graciá, Verónica 2
  1. 1 Universidad Carlos III de Madrid
    info

    Universidad Carlos III de Madrid

    Madrid, España

    ROR https://ror.org/03ths8210

  2. 2 Universidad Europea de Madrid
    info

    Universidad Europea de Madrid

    Madrid, España

    ROR https://ror.org/04dp46240

Revue:
Emprendimiento y negocios internacionales

ISSN: 2530-5603

Année de publication: 2017

Volumen: 2

Número: 1

Pages: 20-31

Type: Article

DOI: 10.20420/ENI.2017.164 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Emprendimiento y negocios internacionales

Objectifs de Développement Durable

Résumé

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.

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