Resumen de ¿La experiencia de gestión o la notoriedad de marca? Qué impacta más en la internacionalización de las cadenas de franquicias de servicios españolas

Julio Cerviño Fernández, Verónica Baena Graciá

• español

  Este trabajo identifica las variables que afectan la expansión internacional de las franquicias de servicios. Entre éstas se señalan la experiencia de gestión, la notoriedad de marca, el tamaño y el ratio de internacionalización. El estudio parte de un análisis empírico de 125 franquicias españolas con presencia en 44 países. Los resultados muestran que la experiencia en la gestión del modelo de franquicia, el grado de notoriedad de marca y el tamaño de la cadena afectan significativamente al número de países en los que la cadena está presente así como al número de tiendas y años con presencia internacional. This paper focus on identifying the effects of several variables on the international expansion pursued by Spanish franchise service chains. These include: management and franchising experience, brand awareness, the international franchise ratio as well as franchisor’s size. This study is based on a survey of 125 franchisors doing business in 44 foreign countries. Findings allow us to conclude that franchising experience; together with brand awareness and company size are significantly associated with (i) the number of countries where the chain has a presence; (ii) the number of outlets abroad, and (iii) the years the chain has been operating overseas.

• English

  This paper focus on identifying the effects of several variables on the international expansion pursued by Spanish franchise service chains. These include: management and franchising experience, brand awareness, the international franchise ratio as well as franchisor’s size. This study is based on a survey of 125 franchisors doing business in 44 foreign countries. Findings allow us to conclude that franchising experience; together with brand awareness and company size are significantly associated with (i) the number of countries where the chain has a presence; (ii) the number of outlets abroad, and (iii) the years the chain has been operating overseas.