Transferência de conhecimentos por meios virtuais em uma rede de franquias

Abstract

The present study analyzes the mechanisms of virtual knowledge transfer involving franchises and a Franchisor's in the furniture business segment, identifying gains and difficulties and factors that induce dissemination of knowledge between them. The investigation was based on the following constructs: Knowledge Management, Tacit Knowledge, Collaborative Relationships, Business Aspects, and Deliverables. The method used for the research was the study of multiple cases. Interviews were conducted with executives of the Franchiser and franchisees of 24 franchises in Brazil. The results suggest that the Knowledge Management enhances the performance of the franchise network, leads to the sharing of knowledge between the plant and franchises and among members of the same franchise. However, it seems not to induce knowledge sharing between the franchises. The allocation of Tutors and Counselors proved a major inducer of improvements in the generation and dissemination of knowledge.