Abstract

MONSERRAT-GAUCHI, Juan; QUILES-SOLER, Mari-Carmen  and  GONZALEZ-DIAZ, Cristina. Innovation in Strategies to Attract Franchisees. Palabra Clave [online]. 2014, vol.17, n.2, pp.517-545. ISSN 0122-8285.

The study tests the hypothesis that Spanish franchise companies innovate when it comes to communication strategies focused on one of their primary targets: potential franchisees. The purpose of this article is to analyze the communication strategies developed by these companies to attract new partners. The management and assessment strategies used by franchisors in the current situation marked by crisis and technological change are examined. Both qualitative and quantitative techniques are applied. In conclusion, it is determined if companies apply innovative strategies by making use of new media and support aids, or if they continue to use traditional methods.

Keywords : Marketing; communication; communications strategies; advertising; public relations.

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