FRANCHISING CONTROL AND PERFORMANCE: A STUDY ON THE ORGANIZATIONAL PERFORMANCE EVALUATION ACTIVITIES CONDUCTED BY FRANCHISORS

Authors

  • Carlos Amorim Lavieri PECE/USP
  • Hamilton Luiz Corrêa FEA/USP
  • Julio Araújo Carneiro da Cunha PPGA/UNINOVE

Keywords:

Franchising, Performance Evaluation, Entrepreneurship

Abstract

This study presents a research conducted with 63 franchisors and master-franchisees, with focus on the organizational performance evaluation of is business model. Franchisors provided information on the evaluation process they held the franchisee and self-owned units in Brazil. These collected data were analyzed based on existing theoretical models in literature about evaluation and organizational performance measurement. It was possible to note that part of franchisors do not have a formulated conception of evaluation, neither a clear notion on how to conduct this evaluation process. In this context, it can be noticed that performance evaluation is not sustained in the organization strategic alignment, but in the establishment of control points by the franchisor on the franchisee. These interests are often linked to the brand and the quality of the activities (operational and services). Finally, trust between franchisor and franchisees plays a central role to franchise performance evaluation, and its non-existence was evidenced as the main barrier for the franchising performance evaluation activities.

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Author Biographies

  • Carlos Amorim Lavieri, PECE/USP

    Professor do Programa de Educação Continuada da Engenharia (PECE/USP)  - São Paulo-SP, Brasil
    Mestre em Administração pela FEA/USP. Graduado em Arquitetura e Urbanismo
    pela FAU/USP

  • Hamilton Luiz Corrêa, FEA/USP
    Professor do Programa de Pós-Graduação em Administração da Faculdade de Economia, administração e Contabilidade da Universidade de São Paulo ̶São Paulo-SP, Brasil Doutor, mestre e graduado em Administração pela FEA/USP
  • Julio Araújo Carneiro da Cunha, PPGA/UNINOVE
    Professor do Programa de Pós-Graduação em Administração da Universidade Nove de Julho (PPGA/UNINOVE) São Paulo-SP, Brasil Doutor em Administração pela FEA/USP. Mestre em Administração de Organizações pela FEA-RP/USP. Graduado em Ciências Econômicas (FEARP/USP), Ciências Contábeis (FEA-RP/USP), Administração de Empresas (UNAERP) e Comércio Exterior (UNAERP)

Published

2016-02-26

Issue

Section

Estratégia Empresarial

How to Cite

FRANCHISING CONTROL AND PERFORMANCE: A STUDY ON THE ORGANIZATIONAL PERFORMANCE EVALUATION ACTIVITIES CONDUCTED BY FRANCHISORS. (2016). REGE Revista De Gestão, 22(3), 337-355. https://revistas.usp.br/rege/article/view/111468