Análisis de internacionalización de una franquicia ecuatoriana de comidas rápidas en El mercado Colombiano-Pasto
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación de titulación concierne al Análisis de internacionalización de una Franquicia Ecuatoriana de comidas rápidas en el mercado Colombiano-Pasto; con el fin de puntualizar las variables que influyen en el proceso de internacionalizar la marca país conociendo las causas y efectos en el sector, se desarrolló con la debida supervisión académica de la Universidad de Guayaquil, con los encargados del tema y tutores, en su proceso se aplicó entrevistas a 4 personas expertas en el tema de investigación, se entrevisto a un Asesor Privado, a una Directora Ejecutiva de Asociación de Franquicias, a una Administradora de Franquicia y a una Gerente General de Franquicias; y adicional se aplicó encuestas para complementar la investigación con un total de 215 encuestas realizadas a personas del área como Dueños, Gerentes, Jefes Administrativos, Jefes Operativos y Empleados de las Franquicias Ecuatorianas de Comidas Rápidas, sin internacionalizarse, con el objetivo de visualizar los factores internos y externos, dando como resultado la propuesta de una guía práctica para potenciar la internacionalización de las Franquicias Nacionales.
This degree research work concerns the Internationalization Analysis of an Ecuadorian Fast Food Franchise in the Colombian-Pasto market; in order to specify the variables that influence the process of internationalizing the country brand, knowing the causes and effects in the sector, it was developed with the proper academic supervision of the University of Guayaquil, with those in charge of the subject and tutors, in it’s process interviews were conducted with 4 experts in the field of research, a Private Advisor, an Executive Director of Franchise Association, a Franchise Administrator and a General Franchise Manager were interviewed; and additionally, surveys were applied to complement the investigation with a total of 215 surveys carried out on people in the area such as Owners, Managers, Administrative Chiefs, Operational Chiefs and Employees of the Ecuadorian Fast Food Franchises, with out internationalization, with the objective of visualizing the factors internal and external, resulting in the proposal of a practical guide to enhance the internationalization of National Franchises
This degree research work concerns the Internationalization Analysis of an Ecuadorian Fast Food Franchise in the Colombian-Pasto market; in order to specify the variables that influence the process of internationalizing the country brand, knowing the causes and effects in the sector, it was developed with the proper academic supervision of the University of Guayaquil, with those in charge of the subject and tutors, in it’s process interviews were conducted with 4 experts in the field of research, a Private Advisor, an Executive Director of Franchise Association, a Franchise Administrator and a General Franchise Manager were interviewed; and additionally, surveys were applied to complement the investigation with a total of 215 surveys carried out on people in the area such as Owners, Managers, Administrative Chiefs, Operational Chiefs and Employees of the Ecuadorian Fast Food Franchises, with out internationalization, with the objective of visualizing the factors internal and external, resulting in the proposal of a practical guide to enhance the internationalization of National Franchises
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FRANQUICIA, INTERNACIONALIZACIÓN, FRANQUICIADOR, FRANQUICIADO