Información del artículo
Resumen
La forma de entrada en nuevos mercados es una de las decisiones más importantes que debe tomar una empresa, ya que dicha decisión determina el grado de control y riesgos asociados a la nueva inversión. Sin nos centramos en las características específicas del sistema de franquicia, es preciso señalar que toda enseña tiene cuatro opciones cuando desea entrar en un mercado extranjero: i) franquicia directa; ii) máster franquicia; iii) joint venture; y finalmente iv) inversión directa. Este trabajo pretende analizar los factores que inciden en selección de cada una de estas formas de entrada. Los resultados muestran el importante papel que desempeñan determinadas características de la cadena (experiencia franquiciadora, experiencia internacional, renombre de marca y tipo de actividad —producto versus servicio—), así como algunos factores del país receptor de la inversión (estabilidad política, niveles de corrupción, distancia cultural y distancia geográfica) en esta decisión.
Palabras clave:
Expansión Internacional
Franquicia Directa
Joint Venture
Máster Franquicia
Inversión Directa
Abstract
Foreign entry mode choice is one of the most important decisions global companies should take, given that such a decision constrain the degree of control and risk of the new venture. Regarding the specific characteristics of the franchising system, it is worth mentioning that franchisor companies can enter new markets through four different ways: i) direct franchising, ii) master franchisor; iii) joint venture; and finally, direct investment. This paper aims analyzing the factors that constrain the entry mode decision. Empirical evidences show the important role of some franchisor characteristics (franchising experience, international experience, brand awareness and type of activity — product versus service-), as well as different features of the host country (political stability, degree of corruption, cultural distance, and geographical distance).
Keywords:
International Expansion
Direct Franchising
Joint Venture
Master Franchising
Direct Investment
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