FOOD FRANCHISING: ANALYSIS OF FRANCHISOR-FRANCHISEE RELATIONSHIP AT MARILIA (SP) ADMINISTRATIVE REGION.

• Grant number: 10/05488-3
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: June 01, 2010
• End date: May 31, 2011
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Ana Elisa Bressan Smith Lourenzani
• Grantee: Clariana Ribeiro Nogueira
• Host Institution: Universidade Estadual Paulista (UNESP). Campus de Tupã. Tupã , SP, Brazil

Abstract

It has been observed a growing interest on franchising as an alternative business format. Aspects as established markets and lower level of uncertainties when compared to conventional business formats have attracted investidors who consider franchising as an opportunity for professional and financial independency. Franchising is characterized by immediate right of use of a brand, products, processes or services already tested in the market. Once franchising is attractive and presents economical relevance, it should be considered that business performance depends on partners' relationship, that is, franchisor-franchisee relationship. Joint efforts based on trust result in improved management and coordination of the franchise. In the franchising format, franchisor is the business owner but he keeps a strong dependency on franchisee, thus the transaction must be regulated by franchising contracts, which describes rights and obligations. There is academic and professional interest on the relationship between those agents. However, there are few studies on the subject, especially considering regions distant from important urban centers. Thus, this research aims at analyzing characteristics of food franchisor-franchisee relationship at Marilia (SP) administrative region, identifying critical points and main sources of conflicts which result on dissatisfaction and business failure. This research may contribute to improve franchising system by offering information in order to improve franchisor-franchisee relationship.