Abstract
Despite the considerable research franchise, incorporating elements of brand valuation is still insufficient. The franchise businesses stimulate economic development in emerging countries like Mexico. This paper attempts to analyze the signal value of the Mexican franchise brands in the growth of those who have been operating in Mexico during 2002-2008. Methodology was used panel data with 911 firms operating in the Mexican franchisor system. The results reflect an effect of endogeneity and negative growth in the sector. The franchise decision took into account the economic situation and size among other factors that confirm the theoretical arguments.
Highlights
Senales de valor de marca de las franquicias en México
This paper attempts to analyze the signal value of the Mexican franchise brands in the growth of those who have been operating in Mexico during 2002-2008
Methodology was used panel data with 911 firms operating in the Mexican franchisor system
Summary
La franquicia es un formato de negocio que estimula el crecimiento organizacional en países industrializados, como EE. Para contrastar un modelo de valor de marca de una franquicia, y bajo el argumento de que un franquiciado potencial selecciona las senales creíbles y confiables para valorar una franquicia y de acuerdo a la literatura revisada, se presentan como indicios de valor: (a) el país de origen de la cadena franquiciadora, (b) la antigüedad en el negocio, como formato de franquicia y en el mercado anfitrión, (c) la inversión inicial y los costes relativos al contrato de franquicia, (d) la estrategia del franquiciador para crecer a través de establecimientos no propios, es decir, concedidos a franquiciados, y (e) el tamano de la cadena franquiciadora
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