Presentation
Identification of the profile of franchisee preferred by the franchisors that operate in the Spanish market
Author/s | Ramírez Hurtado, José Manuel
Guerrero Casas, Flor María Rondán Cataluña, Francisco Javier Berbel Pineda, Juan Manuel Barrera Barrera, Ramón |
Department | Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) |
Publication Date | 2006 |
Deposit Date | 2020-03-19 |
Published in |
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Abstract | In this recent work we try to identify the characteristics of the franchisee profile that are preferred by the franchisor that operate in the spanish market. Franchisee profile is configured by several personal and business ... In this recent work we try to identify the characteristics of the franchisee profile that are preferred by the franchisor that operate in the spanish market. Franchisee profile is configured by several personal and business characteristics. This study is important because the franchisor must to do a correct selection of franchisees. In other case, when exist an error in the selection of franchisee will be produced the failure of the point of sale and as consequence the deterioration of the image of mark of the franchisor will be produced. We use Conjoint Analysis methodology to research preferences of franchisor about profile of franchisee. The conclusions obtained show the relative important of the franchisee attributes and the characteristics that configured this profile. |
Citation | Ramírez Hurtado, J.M., Guerrero Casas, F.M., Rondán Cataluña, F.J., Berbel Pineda, J.M. y Barrera Barrera, R. (2006). Identification of the profile of franchisee preferred by the franchisors that operate in the Spanish market. En 5th International Congress "Marketing Trends", Venecia. |
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