Franchising: as a legal tool, and business oportunity

Abstract

Franchises are a legal tool based on rules between the franchisee and the franchisor, but they are, also, a business opportunity to potential investors who have in this option an alternative to progressively increase their capital with an initial investment according to “the goodwill” of each brand and “the know-how” in the market. Nowadays, the trading world lives through strength, innovation ability, trademarks positioning in the global environment. For that reason, it is mandatory that the organization’s direction are as think and design differentiating strategies in the market, as suggested in the book of Kim and Maugborne- “The strategy of the Blue Ocean,” which explains the ability and tenacity that have had different companies to face new trade settings and have achieved in a short time to get clear value proposals, in order to be highly competitive in this world.