Gestión estratégica de la relación de franquicia.

Abstract

Franchising is a collaboration agreement among legally independent firms, characterized by their commercialinterdependence and the development of certain behaviours in relationships: cooperation, information exchange, trust, commitment, power and conflict resolution strategies. In this context, the aim of this article is to examine these behaviours for a representative sample of the Spanish franchisors and franchisees that operate in diverse retail sectors.