Desafios da administração estratégica em uma holding de franquias

Abstract

Due to the growth in the number of franchises in recent years, some franchisees added more than one franchise brand to their portfolio, forming thus, franchise holdings. This management model gives entrepreneurs greater control over their business units, however, it has several particularities that translate into challenges for strategic management. In this context, this research aims to identify the challenges of strategic management in franchise holdings. For this, a survey was conducted about the process of strategic management, as well as about franchising. The exploratory research was developed through a case study, using as data collection instrument the unstructured interview with managers of a holding franchise with stores in Fortaleza and João Pessoa, in addition to document analysis. The survey results point out the main challenges encountered by managers in the formulation, implementation and control of strategic actions in franchise holdings, such as identity regarding holding and the impact of the relationship between franchisor and franchisee. It is concluded that the main challenges identified were the alignment of each brand to the formulation of strategies, the organization's strategic identity regarding the holding company and the impositions made by franchisors that may have impacts on the holding's structure. Among the contributions of this work is the understanding of the strategic management process in a franchise holding, as well as its challenges.