La innovación en las estrategias para la captación de franquiciados
- 1 Universidad de Alicante (España)
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2
Universitat d'Alacant
info
ISSN: 2027-534X, 0122-8285
Year of publication: 2014
Volume: 17
Issue: 2
Type: Article
More publications in: Palabra Clave
Abstract
The study tests the hypothesis that Spanish franchise companies innovate when it comes to communication strategies focused on one of their primary targets: potential franchisees. The purpose of this article is to analyze the communication strategies developed by these companies to attract new partners. The management and assessment strategies used by franchisors in the current situation marked by crisis and technological change are examined. Both qualitative and quantitative techniques are applied. In conclusion, it is determined if companies apply innovative strategies by making use of new media and support aids, or if they continue to use traditional methods.