Avaliação de desempenho de franqueados à luz da resource-based view (RBV): O caso de uma rede de franquias do setor farmacêutico

Abstract

Performance assessment adds value to the business and provides information for the decision-making process. However, there is no consensus on the methods or types of indicators to evaluate the performance of franchises and franchisees. Thus, based on Resource-Based View (RBV), this study aimed to identify the resources that have the potential to confer competitive advantages to forty franchisees of the largest franchise network of pharmacies in Brazil, ranking and categorizing their performance. The resources were analyzed according to the VRIO model, while the TOPSIS multicriteria method was used to establish the ranking and classification of the franchisees. As a result, reputation, area built, and location were the features that showed the greatest potential to confer competitive advantage on franchisees. In addition, the 40 units were classified into three levels: excellent (17.5%), good (62.5%) and insufficient (20%), which allows the franchisor to make differentiated strategies for each category.