Reflexos da cooperação no desempenho de franquias: mediação do compartilhamento de informações da confiança interorganizacional
DOI:
https://doi.org/10.5007/2175-8077.2020.e70960Resumen
Este estudo analisa os reflexos da cooperação no desempenho de franquias, mediados pelo compartilhamento de informações e pela confiança interorganizacional. Uma pesquisa de levantamento foi realizada com gestores de empresas franqueadas do setor de comércio varejista de produtos farmacêuticos, e se obteve 151 respostas válidas. Os resultados da modelagem de equações estruturais revelaram que, na percepção dos gestores, os construtos da Teoria da Cooperação estão presentes nas interações interfirmas com a franqueadora, exceto a dimensão disposição à adaptação de mudanças. Destacam-se o compartilhamento de informações e a confiança interorganizacional, por estimularem comportamentos cooperativos para melhorar o desempenho organizacional. Conclui-se que o compartilhamento de informações e a confiança interorganizacional, quando mediadoras do efeito da cooperação, se traduzem em desempenho das franquias. Além dos esforços coordenados de cooperação, elucida-se aos franqueados maneiras de reforçar o seu relacionamento interfirmas, pelo compartilhamento de informações e a confiança interorganizacional, com reflexos no desempenho das franquias.Citas
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