O Impacto das decisões estratégicas no desempenho dos franqueados em fast-food: o papel do relacionamento franqueador-franqueado

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DOI: https://doi.org/10.1590/S1415-65552000000200007
Keywords:
strategy, performance, franchise

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Marcos Cohen
Pontifícia Universidade Católica do Rio de Janeiro
Jorge Ferreira da Silva
Pontifícia Universidade Católica do Rio de Janeiro

Abstract

This paper describes a research made among Brazilian fast-food franchisees, measuring their perception about the competitive strategies practiced by their respective franchisors and their assessment of the franchisor-franchisee relationship quality. Based upon Porter's (1980) theory on competitive strategies, it was tested if the difference in the average performance among strategic groups of franchisees could be explained by the difference in the franchisor-franchisee relationship quality as perceived by these franchisees. In order to accomplish that, the relationship quality latent variable was represented by different observable variables present in the franchise system and measured through a qualitative scale of the franchisees' satisfaction.

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How to Cite
Cohen, M., & Silva, J. F. da. (1). O Impacto das decisões estratégicas no desempenho dos franqueados em fast-food: o papel do relacionamento franqueador-franqueado. Journal of Contemporary Administration, 4(2), 109-131. https://doi.org/10.1590/S1415-65552000000200007
Issue
Vol. 4 No. 2 (2000): May/Aug - 2000
Section
Articles

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Author Biographies

Marcos Cohen, Pontifícia Universidade Católica do Rio de Janeiro

Mestre em Administração de Empresas pela Pontifícia Universidade Católica do Rio de Janeiro. Professor do Departamento de Administração da Pontifícia Universidade Católica do Rio de Janeiro, além de Analista de Mercado do Departamento de Marketing Estratégico da Empresa Brasileira de Telecomunicações. Sua área de interesse em pesquisa é marketing.

Jorge Ferreira da Silva, Pontifícia Universidade Católica do Rio de Janeiro

Doutor em Engenharia de Produção pela Pontifícia Universidade Católica do Rio de Janeiro. Coordenador de Pós-Graduação em Administração de Empresas da Pontifícia Universidade Católica do Rio de Janeiro, além de Professor do Departamento de Administração. Suas áreas de interesse em pesquisa são administração estratégica, marketing.