Abstract
In this article, the author performs an extensive and complete analysis of franchising and how they are an effective tool for the development of a brand. It also presents the most relevant concepts of the franchise, the subjects that in it and their main actors and characteristics. Finally, by means of a balance between the successes and the failures of franchises in the Peru, concludes the article highlighting its importance in the world business.
| Translated title of the contribution | Franchising: a tool for the growth of a brand |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 37-51 |
| Journal | Forseti |
| Issue number | 5 |
| DOIs | |
| State | Published - 2015 |
Keywords
- Franquicia
- Franquicia--Perú
- Marcas comerciales