Selección de franquiciados mediante simulación con análisis conjunto

1. Ramírez-Hurtado, José M.
2. Rondán Cataluña, F. J.
3. Guerrero Casas, Flor María

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DOI: 10.1016/S1138-5758(07)70087-7 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Cuadernos de economía y dirección de la empresa

Abstract

The goal of expansion of many franchisors requires them to select franchisees in a correct form. By means of Conjoint Analysis methodology we can to obtain the profile of franchisee preferred by the franchisors. This information can be used by the franchisors for selecting franchisees. Simulation through Conjoint Analysis permits to determine how many and which franchisees must be selected. In this paper we present an application in the retail, hotel and restaurant and services sectors of the Spanish franchise market. We conclude that the selection of a set of candidates by the franchisors depends on the activity sector.

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