PT
Como pode a abordagem das dinâmicas setoriais contribuir para a identificação das
continuidades e descontinuidades no setor do franchising em Portugal? Consegue a
teoria do ciclo de vida das indústrias explicar a evolução de um setor de serviços
sofisticados como o franchising? A presente Dissertação visa compreender como as
movimentações das entradas, saídas e sobrevivências das marcas condicionaram a
evolução do setor do franchising na economia portuguesa entre 1996 e 2013. Foram
recolhidos e identificados os factos estilizados sobre o franchising e as dinâmicas
industriais na literatura existente. A compilação da base de dados, com origem no
próprio setor, englobou 1460 marcas de franchising distintas a operar em Portugal entre
1996 e 2013. Na generalidade os resultados foram coerentes com a teoria das dinâmicas
industriais. Esta dissertação permite ainda dar pistas para uma nova interpretação do
negócio do franchising em Portugal e aumentar a pertinência para o levantamento
estatístico nas áreas de maior interesse
EN
How can the industrial dynamics approach contribute to the identification of the
continuities and discontinuities in the franchise sector in Portugal? Can the life-cycle
theory of industries explain the evolution of a sophisticated services industry such as
franchise? This Dissertation aims to understand how the movement of births, deaths and
survivals of companies affected the evolution of the franchise sector in the Portuguese
economy between 1996 and 2013. For the effect of the franchising sector analysis in the
Portuguese economy was used the theoretical approach based on industrial dynamics
and focused on theory of industry life cycle and demographics. Additionally, stylized
facts about franchise and industrial dynamics were identified the in existing literature.
The database gathered from the industry itself encompassed 1460 distinct franchise
brands operating in Portugal between 1996 and 2013. At the beginning of this study, the
aim was to contribute to the explanation of the evolutionary behavior of franchise in
Portugal based on theory of industry life cycle. Generally, the results were consistent
with the industrial dynamics theory as well as with the franchising literature. Other
analytical approaches could have been deepened, as for example in terms of the
dimensions of the brands or the development of an econometric model, but we believe
that this study serves as a starting point for future analysis. This thesis also gives clues
to a new interpretation of the franchise business in Portugal and increase relevance to
the statistical survey in the areas of greatest interest
