Dinâmicas industriais do franchising em Portugal

Abstract

Como pode a abordagem das dinâmicas setoriais contribuir para a identificação das continuidades e descontinuidades no setor do franchising em Portugal? Consegue a teoria do ciclo de vida das indústrias explicar a evolução de um setor de serviços sofisticados como o franchising? A presente Dissertação visa compreender como as movimentações das entradas, saídas e sobrevivências das marcas condicionaram a evolução do setor do franchising na economia portuguesa entre 1996 e 2013. Foram recolhidos e identificados os factos estilizados sobre o franchising e as dinâmicas industriais na literatura existente. A compilação da base de dados, com origem no próprio setor, englobou 1460 marcas de franchising distintas a operar em Portugal entre 1996 e 2013. Na generalidade os resultados foram coerentes com a teoria das dinâmicas industriais. Esta dissertação permite ainda dar pistas para uma nova interpretação do negócio do franchising em Portugal e aumentar a pertinência para o levantamento estatístico nas áreas de maior interesse

How can the industrial dynamics approach contribute to the identification of the continuities and discontinuities in the franchise sector in Portugal? Can the life-cycle theory of industries explain the evolution of a sophisticated services industry such as franchise? This Dissertation aims to understand how the movement of births, deaths and survivals of companies affected the evolution of the franchise sector in the Portuguese economy between 1996 and 2013. For the effect of the franchising sector analysis in the Portuguese economy was used the theoretical approach based on industrial dynamics and focused on theory of industry life cycle and demographics. Additionally, stylized facts about franchise and industrial dynamics were identified the in existing literature. The database gathered from the industry itself encompassed 1460 distinct franchise brands operating in Portugal between 1996 and 2013. At the beginning of this study, the aim was to contribute to the explanation of the evolutionary behavior of franchise in Portugal based on theory of industry life cycle. Generally, the results were consistent with the industrial dynamics theory as well as with the franchising literature. Other analytical approaches could have been deepened, as for example in terms of the dimensions of the brands or the development of an econometric model, but we believe that this study serves as a starting point for future analysis. This thesis also gives clues to a new interpretation of the franchise business in Portugal and increase relevance to the statistical survey in the areas of greatest interest