Análisis del Ciclo de Vida de la Franquicia en los sectores de moda y restauración.

Analysis of the Franchising Life Cycle in the fashion and catering sectors.

The business format franchising is an organizational form that has been extensively adopted in the Spanish market. This research aims to examine the franchise system in two different sectors (fashion and catering) by comparing their strategies (expansion, centralization, franchise fee and royalty rate). This will define the main features for each sector. The differences also depend on the time in market. Thus, we will examine these strategies for each group of adopters (innovators, first followers, early majority, late majority and laggards). Our results suggest that there are differences among each group. This allows us to define the main characteristics for each group. Differences are found also depending on the sector, with higher values in catering in all the strategies examined. [ABSTRACT FROM PUBLISHER]

La franquicia es una forma organizativa que se ha desarrollado ampliamente en el mercado español. Este trabajo va a analizar las estrategias que en cuanto a expansión, centralización, experiencia de la cadena, canon y royalty, siguen las empresas más innovadoras frente a las pertenecientes a los otros grupos de entrantes. El estudio se lleva a cabo para dos de los sectores más relevantes, moda y restauración. Los resultados permiten encontrar tanto diferencias entre grupos -con características propias para cada uno de ellos- como entre sectores, donde el sector restauración muestra valores más altos para todas las características analizadas. [ABSTRACT FROM PUBLISHER]

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