Tipologías de franquiciadores a través del análisis cluster
- Ramírez-Hurtado, José M.
- Rondán Cataluña, Francisco Javier
- Díez de Castro, Enrique Carlos
- Ayala Calvo, Juan Carlos (coord.)
Editorial: Universidad de La Rioja
ISBN: 84-690-3573-8
Año de publicación: 2007
Tipo: Capítulo de Libro
Resumen
The main reason that drive us to do this work is the identification of homogeneous groups of franchising chains operating in the Spanish market, and, also to describe the basic features that conform them. The main difference with previous studies about this topic is the methodology applied. Instead of using factor analysis, cluster analysis has been run. In spite of identifying franchising groups, an exact match between the present results and previous ones has not been found