Revista Egitania Sciencia - Volume 4 | ARTICLE

Title: IDENTIFICATION AND PERFORMANCE ANALYSIS OF STRATEGIC GROUPS IN SPANISH FRANCHISING: A MULTI-SECTOR PERSPECTIVE

Author: Carlos Javier Rodríguez Rad *(crodri@us.es), Antonio Navarro García ** (anavarro@us.es), Enrique Carlos Díez de Castro *** (enriquediez@us.es) e Francisco Javier Rondán Cataluña **** (rondan@us.es)

Publication: Revista Egitania Sciencia - Volume 4

Abstract:
The objective of this study is to demonstrate the existence of strategic groups in the Spanish franchising system, as well as the repercussion on the performance of franchisors from a multi-sector perspective, which has not been considered in previous studies. To do so, the 664 franchising chains have been divided into the three great sectors proposed by the Spanish Association of Franchisors: retailing, services, and hotels and restaurants. The analyses conducted confirm the existence of strategic groups in these three sectors, whose number and profile vary according to sector. It is further demonstrated that a firm’s performance differs according to the strategic nature of each identified group and the sector in which it competes.

Keywords: Franchising, franchisors, strategic groups, performance




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