文章基本信息

标题：COMPETITIVE INTELLIGENCE IMPACT IN THE GROWTH OF FRANCHISING NETWORKS
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作者：DEBORAH OLIVEIRA SANTOS ; LILIAN BAMBIRRA ASSIS ; CHRISTOPH AUGUSTO OLIVEIRA SANTOS 等
期刊名称：Revista Inteligência Competitiva
电子版ISSN：2236-210X
出版年度：2020
卷号：10
期号：2
页码：54-70
DOI：10.24883/ric.v10i2.370
出版社：Revista Inteligência Competitiva
摘要：This paper endeavored to identify how the competitive intelligence process influences the growth and performance of franchise networks. The research employed a qualitative method and the field work was done with 15 franchisors from different sectors of activity. Two data analysis techniques were utilized: discourse analysis and critical incident technique. As a result, five critical incidents were found, that is, five competitive intelligence processes which would lead to the growth of a franchise network. In addition, three direct effects on performance were discussed: 1) increase sales and revenues; 2) increase the number of franchise units; 3) boosts chances of survival and growth of the network in local and external markets. On the other hand, it was possible to notice the existence of a dissonance between the perception of the franchisors regarding the rigor and structure of competitive intelligence process in the multiple franchise networks in the market.
其他关键词：Competitive intelligence; Competitiveness; Franchising; Company Growth.