%0 Journal Article
%T CREATING BUSINESS VALUE OF FRANCHISES IN BRAZIL FROM THE PERSPECTIVE OF THE FRANCHISOR DOI: 10.5585/remark.v8i1.2128 A CRIA  O DE VALOR DAS FRANQUIAS EMPRESARIAIS NO BRASIL SOB A PERSPECTIVA DO FRANQUEADOR DOI: 10.5585/remark.v8i1.2128
%A Rodolfo Leandro de Faria Olivo
%A Eduardo Crivelaro
%A Sergio Gozzi
%A Marly Cavalcanti
%J REMark : Revista Brasileira de Marketing
%D 2010
%I 
%R 10.5585/remark.v8i1.2128
%X The franchising business model is widely known, and a variety of academic theories try to explain it as an organizational phenomenon. This paper aims at discussing the applicability of such theories in Brazil, considering empirical evidences of the country¡¯s industry. Thus, it aims at explaining the reasons why Brazilian businessmen are more likely to adopt this business model, using as the methodology the economic value of the franchising study. O modelo de neg¨®cios conhecido como franquia empresarial ¨¦ amplamente difundido no mundo, e diversas teorias acad¨ºmicas visam explic¨¢-lo enquanto fen meno organizacional. O presente trabalho tem por objetivo discutir a aplicabilidade dessas teorias no Brasil, considerando-se as evid¨ºncias emp¨ªricas desse setor no pa¨ªs, e, assim, buscar elucidar os motivos que levam os empres¨¢rios brasileiros cada vez mais a optarem por esse modelo empresarial. O trabalho utilizou a metodologia do estudo da cria  o de valor econ mico das franquias.
%K Business Model
%K Economic Value
%K Franchising.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2128