Verónica Baena Graciá

La internalización de la franquicia española y sus formas de penetración de mercados

Resumen La forma de entrada en nuevos mercados es una de las decisiones mas importantes que debe tomar una empresa, ya que dicha decision determina el grado de control y riesgos asociados a la nueva inversion. Sin nos centramos en las caracteristicas especificas del sistema de franquicia, es preciso senalar que toda ensena tiene cuatro opciones cuando desea entrar en un mercado extranjero: i) franquicia directa; ii) master franquicia; iii) joint venture; y finalmente iv) inversion directa. Este trabajo pretende analizar los factores que inciden en seleccion de cada una de estas formas de entrada. Los resultados muestran el importante papel que desempenan determinadas caracteristicas de la cadena (experiencia franquiciadora, experiencia internacional, renombre de marca y tipo de actividad —producto versus servicio—), asi como algunos factores del pais receptor de la inversion (estabilidad politica, niveles de corrupcion, distancia cultural y distancia geografica) en esta decision.

European franchise expansion into Latin America. Evidences from the Spanish franchise system

Purpose – This study aims to enhance the knowledge that managers and scholars have on franchising expansion. In this sense, it is worth mentioning that although the body of literature on international management focusing on emerging markets is growing, the attention paid to the Latin American context continues to be limited. This is surprising given the substantive economic importance of the region with a population over 590 million, and a gross domestic product of approximately US

Identifying the factors driving market selection in Latin America

5 trillion. To cover this gap, the present study examines how a number of market conditions may drive diffusion of franchising into Latin America: geographical distance, cultural distance, political stability and economic development. The authors also controlled for the host country’s market potential, transparency, unemployment rate and efficiency of contract enforcement. Design/methodology/approach – This study uses a quantitative approach applied to a sample of 77 Spanish franchisors operating through 4,064 franchisee outlet...

Identifying the factors driving market selection in Latin America. An insight from the Spanish franchise industry

0.170 SJR (2011) Q3, 265/422 Social sciences (miscellaneous); Q4, 174/221 Psychology (miscellaneous)

Selección de mercados en la expansión internacional de la franquicia española

0.170 SJR (2011) Q3, 265/422 Social sciences (miscellaneous); Q4, 174/221 Psychology (miscellaneous)