Franchised Entrepreneur
Strengthening a Restricted Identity
DOI:
https://doi.org/10.29327/2384439.3.3-3Keywords:
Entrepreneurship, Franchise, Brand, StrategiesAbstract
The article has as general objective to describe the importance of a type of entrepreneur in specific the franchisee entrepreneur. Thus, a research methodology classified as exploratory, qualitative, based on bibliographic analysis, was adopted through an interview with an entrepreneur applied a script composed of open questions, characterizing a case study. Being possible to identify with the help of the general objectives that it is possible to maintain and even strengthen the franchised brand, even if you are a franchisee entrepreneur, by identifying guidelines and restrictions of the brand, evaluation of practices adopted by already established franchisees and in the analysis of communication and the relationship between both parties for strengthening the brand, considering also strategies to maintain and strengthen the brand of a franchise, considering the specific limitations and opportunities. Among the main findings, in terms of the results obtained that with a comprehensive and detailed view of the dynamics governing franchises mini-markets, it was found the importance of the support of the franchisor and the need to adapt to local demands, despite the benefits of a medium-risk and emerging market venture.
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Copyright (c) 2025 Ali Antonio Abrão Junior, Jaqueline Posca Neo, Júlia Damasceno Silva, Marcelo Macedo da Silva
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