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Internacionalización mediante Franquicias: Caso 100 Montaditos en Argentina

Author

Listed:
  • Clara Lazcano

    (Mercadona)

  • María Amalia Trillo Holgado

    (Universidad de Córdoba y Universidad de Cádiz (España))

Abstract

El artículo examina la franquicia como modo de expansión internacional. Mediante la revisión de la literatura de impacto se analiza la adopción de un tipo de franquicia específico de acuerdo con el control ejercido por el franquiciador. En concreto, siguiendo la metodología del estudio de caso, se estudia la viabilidad comercial de la apertura de una franquicia de 100 Montaditos en Argentina, habida cuenta de esta oportunidad. Se concluye que se trata de un modelo de negocio innovador cuyos activos tangibles e intangibles brindan la solidez necesaria para que el proyecto pueda salir adelante. Asimismo, las condiciones y características del mercado gastronómico argentino suponen un segmento potencial de interés. Dado lo anterior, se sugiere la franquicia maestra para esta expansión./ The article examines the franchise as a way of international expansion. By reviewing the impact literature, the adoption of a specific type of franchise is analyzed according to the level of control taken by the franchisor. Specifically, following the case study methodology, the commercial viability of opening a 100 Montaditos franchise in Argentina is studied, considering this opportunity. It is concluded that it is an innovative business model whose tangible and intangible assets provide the necessary strength for the project to succeed. Likewise, the conditions and characteristics of the Argentine gastronomic market represent a potential segment of interest. Given the above, the master form of franchise is suggested for this expansion.

Suggested Citation

  • Clara Lazcano & María Amalia Trillo Holgado, 2024. "Internacionalización mediante Franquicias: Caso 100 Montaditos en Argentina," Revista Actualidad Económica, Universidad Nacional de Córdoba, Facultad de Ciencias Económicas, Instituto de Economía y Finanzas, vol. 34(112), pages 51-70, Ene-Abr.
  • Handle: RePEc:ief:revaec:v:34:y:2024:i:112:p:51-70
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    More about this item

    Keywords

    Modelo de negocio; internacionalización; franquicia; 100 Montaditos; Argentina;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M55 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Contracting Devices

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