Franchising estratégico: como obter alavancagens e sinergias por meio da taxa inicial e dos royalties

Daniel Alberto Bernard

RAE - Revista de Administração de Empresas, 1993, vol. 33, issue 4

Abstract: Franchising as a business strategy applied to retail trade holds some financiai specific features that differentiates it from traditional trade. Two concepts are highlighted in this essay: the idea of charging franchisees with an inítial fee and royalties during the whole business life. We analysed the theoretical references on this procedure, based upon American articles, we observed its applicaiion in Brazilian and French franchise networks. We criticized the usage of these concepts since 1986 in Brazil, offering practical contributions in arder to foster its usage ai retail trade firms.

Date: 1993
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