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Franchisor Types In Portuguese Franchising

Author

Listed:
  • Antonio Navarro García

    (Dpto. Administración de Empresas y Marketing, University of Seville)

  • Enrique Carlos Díez de Castro

    (Dpto. Administración de Empresas y Marketing, University of Seville)

  • Francisco Javier Rondán Cataluña

    (Dpto. Administración de Empresas y Marketing, University of Seville)

Abstract

The identification of the existence of strategic groups within Portuguese franchising constitutes the main aim of the present paper. An empirical study starting from 128 franchising chains operating in Portugal was carried out. The results reveal the existence of five perfectly differentiated strategic groups (franchisor types), which are described starting from the strategic variables that define them. Our main contribution is that the results obtained in the Portuguese franchising system are similar to precedent studies in Canada, USA and Spain. That result suggests a tendency toward the globalization of franchisor types.

Suggested Citation

  • Antonio Navarro García & Enrique Carlos Díez de Castro & Francisco Javier Rondán Cataluña, 2006. "Franchisor Types In Portuguese Franchising," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 97-114.
    • Handle: RePEc:pjm:journl:v:xi:y:2006:i:2:p:97-114
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    References listed on IDEAS

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