Nuevos retos en las relaciones franquiciador-franquiciado. Un análisis desde la teoría de la agencia

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Publicado 18-09-2018
Guillermo Navarro Sanfelix Francisco Puig

Resumen

La Teoría de la Agencia está ampliamente extendida en la literatura sobre el modelo de negocio de la franquicia. Desde la misma se analiza el contenido del contrato que gestiona la relación entre Principal y Agente en actividades y procesos fácilmente estandarizables (restauración, comercio minorista, agencias de viaje, etc.). No obstante, durante los últimos 10 años ha habido un espectacular desarrollo de ese modelo empresarial hacia sectores más intensivos en conocimiento (dentistas, ópticas, fisioterapia, etc.) que cuestiona algunos de los postulados básicos de la teoría, limitando las posibilidades de desarrollo y supervivencia del proyecto.

En este trabajo revisamos el "nuevo problema de agencia" de Agencia que surge cuando un emprendedor franquicia una actividad intensiva en Capital Intelectual. Consideramos que las actividades que se realizan en estos sectores presentan una complejidad tal que hace difícilmente codificable y transmisible todos sus aspectos, por lo que el uso de los Contratos típicos de Agencia puede quedar muy limitado. Por ello, a partir del marco de la Teoría de Recursos y Capacidades planteamos un conjunto de proposiciones que sugieren un contrato dinámico interorganizacional y donde la efectiva transferencia de conocimientos entre las partes se convierte en un aspecto clave. En última instancia las contribuciones del mismo permitirán reducir las tasas se disolución de esos proyectos.

Cómo citar

Navarro Sanfelix, G., & Puig, F. (2018). Nuevos retos en las relaciones franquiciador-franquiciado. Un análisis desde la teoría de la agencia. Cuadernos De Gestión, 18(1), 85–102. https://doi.org/10.5295/cdg.150610gn
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Keywords

Franquicia, teoría de la agencia, emprendimiento, teoría de recursos y capacidades

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