Impacto da escolha do mecanismo de transferência de conhecimento no desempenho das franquias brasileiras<p>Impact of the choice of knowledge transfer mechanism on the performance of brazilian franchises
Keywords:
Franquia, Transferência de conhecimento, DesempenhoAbstract
O sistema de franquias tem atraído a atenção do mercado e da academia porque pode proporcionar ganho de escala, bem como amplitude do reconhecimento da marca – sob o ponto de vista do franqueador –, e sendo visto como alternativa na redução de riscos, por parte do franqueado. Considera-se que tal sistema é bem-sucedido quando possibilita resultados financeiros positivos a todos aqueles que investiram seus recursos. A presente pesquisa quantitativa tem como objetivo analisar o grau de influência das distintas ferramentas de transferência de conhecimento (mecanismos) entre franqueador e franqueado no desempenho das unidades franqueadas, tendo como orientação bibliográfica as teorias de Recursos (RBV-Resource-Based View), de Conhecimento (KBV-Knowledge-Based View) e da Riqueza das Informações. As variáveis dependentes escolhidas para medir o desempenho financeiro são a lucratividade e a rentabilidade das unidades da rede. As variáveis independentes – os mecanismos de transferência de conhecimento – são inicialmente agrupadas e classificadas entre aquelas de baixo grau de riqueza de informação (LIR), cujo foco está na troca e na apreensão de conhecimento explícito ou codificado (por exemplo, relatórios, manuais, e-mails, intranet e banco de dados), e aquela de alto grau de riqueza de informação (HIR), cujo foco está na troca de conhecimento tácito ou não codificado (por exemplo, treinamento em classe, treinamento em campo, seminários, visitas às unidades e encontros formais). As evidências empíricas mostram que a escolha dos mecanismos de transferência de conhecimento tem influência na rentabilidade.
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