Desarrollo de relaciones satisfactorias en la franquicia: un análisis de los antecedentes desde el enfoque de redes

Abstract

The formation of networks is a promising alternative to efficiently respond to market changes. A suitable partner selection constitutes a key process in order to developing satisfactory relationships. According to the network perspective, it is necessary to establish long-lasting bonds between network partners based on a high-trust culture and mutual commitment; in other words, it is essential to develop high-quality relationships. To this aim, the complementarity of resources and capabilities, the congruence of goals and values, and the information exchange between partners play an important role in developing such relationships. The main propose of this work is to analyse the influence of those factors on relationship satisfaction in the context of franchise networks.