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- Title
Motivaciones para emprender en el modelo de negocio tipo franquicia.
- Authors
Gómez Miranda, Oscar Mauricio
- Abstract
Goal: This study aimed to identify the motivations behind entrepreneurs' choice of franchising as a business model over traditional entrepreneurship to help understand the prevalence of the former over the latter. Method: Research was conducted with a mixed approach and an exploratory design on the basis of interviews and surveys conducted with 32 entrepreneurs who had franchises in the region of Cundinamarca, Colombia. Results and discussion: The main motivation was found to be the investment and diversification of their resources so as not to depend on income obtained from employment. It, therefore, can be affirmed that people undertake this type of business because it provides an opportunity and that they are encouraged from an economic perspective. Nevertheless, the decision as to whether to invest or to become an entrepreneur can generate an opportunity to create a culture that stimulates information about franchises, particularly for women. Conclusions: Franchising has become a model to reduce uncertainty in the search for income diversification as it allows a business idea to be explored, in which the customer and the gap in the market have already been identified, and this, along with the established brand, support, and knowledge of the market, means that it becomes an attractive model for inexperienced investors.
- Subjects
CUNDINAMARCA (Colombia : Dept.); BUSINESSPEOPLE; INVESTORS; BUSINESS models; CONSUMERS; ENTREPRENEURSHIP; PORTFOLIO diversification
- Publication
Desarrollo Gerencial, 2022, Vol 14, Issue 2, p1
- ISSN
2145-5147
- Publication type
Article
- DOI
10.17081/dege.14.2.5914