Escolha de Franquias Considerando Decisão Multicritério e Avaliação de Rentabilidade-Risco

Fernando Mynarski Silveira

Resumo


O presente trabalho propõe um modelo para seleção das franquias mais atraentes por parte de um pretenso franqueado. Para tanto, fazendo-se uso da estrutura que contempla os principais fatores de escolha de franquias desenvolvida por Silveira (2016), foram utilizadas duas técnicas para subsidiar tecnicamente qual seria a franquia mais indicada a ser escolhida: (i) O método de decisão multicritério MAUT (Multi-Attribute Utility Theory), e (ii) O método de Monte Carlo. Foram investigadas franquias de seis segmentos na praça de Porto Alegre, Brasil: (i) Escola infantil de idiomas; (ii) Loja de conveniência de postos de combustíveis; (iii) Troca de óleo de postos de combustíveis; (iv) Imobiliária; (v) Relojoaria e ótica; e (vi) Saúde, beleza e bem estar. Ao final, compararam-se os resultados convergentes e divergentes de ambas as ferramentas, fazendo-se uma breve análise da vantagem do uso do método de Monte Carlo sobre o uso do MAUT.


Palavras-chave


Franchising; Franchise Selection; MAUT; Monte Carlo Method

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DOI: https://doi.org/10.18256/2237-7956.2018.v8i2.2585

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