Valores individuais do empreendedor e desempenho financeiro no contexto de franquias

Abstract

Studies that have been done about franchising have been receiving singular academic relevance. In addition to this, there has been extensive literature that points to the predictive power of the individual with regards to human behaviour. The present article diagnoses the relationship between the values of franchisees and the financial performance of the franchise that they manage. A survey, which was done by the Schwartz inventory (1992), was undertaken in order to collect the axiological priorities from a sample of franchisees, 33 to be exact, from a franchising company in Brazil. Financial performance was measured using the median percentage growth in annual franchise revenue. After correlation and regression analyses, the results revealed that the Traditional and Security Motivational Types of behaviours had a significant positive relation with the performance of the franchise. Such classes of human values as these tend to preserve social arrangements. This result indicates that the franchises whose entrepreneurs have a more conservative profile present a better financial performance. A positive and statistically significant relationship was also discovered between collectivist values and financial performance. In this respect, the results corroborate the aforementioned literature, which indicates that the franchisor / franchisee relationship has a positive impact on franchise performance. Conservatism and collectivism, therefore, should be privileged values if the purpose of the franchise is financial performance. In this way, the article contributes to the theory by linking two little conceptual frameworks, individual values and management of franchises, in the literature. The article also collaborates with business practice by pointing out concrete empirical elements that increase performance.