CREATING BUSINESS VALUE OF FRANCHISES IN BRAZIL FROM THE PERSPECTIVE OF THE FRANCHISOR <BR> DOI: 10.5585/remark.v8i1.2128

Abstract

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.