As franquias virtuais: uma nova tendência de negócio do sistema de franchising

Abstract

Due to the complexity and competitiveness present in today's organizational environment is notorious the importance given by organizations to obtain competitive advantages that enable these satisfactory market position. Therefore, both incumbents and new entrepreneurs have sought membership in management models and brands already established, for example, by adhering to the franchising system. But while this trend in industry has proved promising, not all who aspire to enter the same conditions and have the necessary prerequisites for such. However, a new trend emerges as a variation of franchising, virtual franchises, which in demand it initial investment values and much lower maintenance costs than required in the traditional mold of franchises, have attracted new entrepreneurs and franchisees, still driven the great rise and business potential offered by e-commerce. Therefore, this article aims to describe aspects related to virtual franchises (Home Based), their differences and possible advantages and disadvantages compared to conventional models franchises, exposing peculiarities on using this new trend of the franchise system business. Therefore, we carried out from a literature search, to describe the state of the art about the franchise system, its evolution, arrival and status quo in Brazil; electronic documentary research into institutional sources, which deal beyond this sector, the national e-commerce scenario; until, finally, the application of a survey form on virtual franchises Pedro Almeida, Franchise Expansion Manager from Rizzo Franchise, a reputable franchise consulting company, operating in this industry for over twenty years. The results consisted in the fact that the virtual franchises (Home Based), compared to traditional (physical) have some advantages and disadvantages. Regarding the values demanded for initial investment as well as for costing of the maintenance business, was raised in the research applied to Rizzo Franchise that there is a relative advantage in the adoption of Home Based model, by the accessibility for entry to the business and inexistence of costs with physical spaces. Two other advantages raised in this survey were about the focus of virtual franchises in bullish potentialities and prospects of e-commerce, but also the flexibility required for dedication to the business, which may be performed in parallel with other professional activities, in random order of priority, as an effective complement to income. But, was raised that Home Based franchises are more attractive to franchisors than for franchisees, because these receive a much lower profit margin than those as a result of them not having the exclusive business distribution.