Señales de valor de marca de las franquicias en México. Su efecto en el crecimiento del sistema franquiciador
DOI:
https://doi.org/10.1016/j.estger.2013.12.003Palavras-chave:
Franquicia, Teoría de las señales, Crecimiento, Metodología datos de panelResumo
La valoración de marca en la franquicia es aún insuficiente. Estos negocios estimulan el desarrollo económico de los países emergentes como México. El propósito de este trabajo es analizar las señales de valor de las marcas de franquicias que impulsaron el crecimiento de establecimientos de 2002 a 2008. Se empleó la metodología de datos de panel con 911 firmas operativas en el sistema franquiciador mexicano. Los resultados reflejan un efecto de endogeneidad y crecimiento negativo del sector. La decisión
de franquiciar tuvo en cuenta la situación económica y el tama˜no entre otros aspectos que confirman los argumentos teóricos.
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