Da gestão familiar à profissionalização de franquia: o estudo de uma livraria brasileira

Abstract

PECANHA, Alicelia Rosa de Oliveira. Professionalization of Family Management to Franchise: The Study of a Brazilian Bookstore. Seropédica: UFRRJ, 2014 Proposal for Qualification (Professional Master in Management and Strategy).. Institute of Humanities and Social Sciences, Department of Administrative and Financial Sciences. This work aims the implementation of the franchising model in the Book Cia. The company was founded in the city of Valencia, located in the state of Rio de Janeiro, in 2000, in order to meet a market of approximately 70 thousand inhabitants and after twelve years of market thrived and currently also serves the cities Brooms, Three Rivers, Volta Redonda and Barra do Pirai, all located in the South Fluminense. A team of employees totaled thirty-four employees serving approximately demand of two hundred fifty thousand consumers. The small company was born and raised in family management templates and is in a moment realizes the need to professionalize, adopt seen that as a growth strategy, franchising. For Cia Book convert into a franchise network is important to understand that the process of professionalization terminating in its wake a series of measures to separate the sphere of corporate governance of family management, since the rationality peculiar to each them would be incompatible. The relevance of this study is to understand that the process of professionalization of a small business is able to overcome the challenges and habits of family management, and respond with a higher degree of efficiency to the challenges of the business environment. The action research method was chosen because it clearer when there are practical goals of immediate nature, and propose solutions where possible and follow the corresponding, or at least shares, do advance the awareness of the participants with regard to the existence of obstacles and solutions.