Barreiras na transferência de conhecimento no processo de vendas em franquias de escolas de idiomas: um estudo sob a perspectiva do franqueado

• Ano de defesa: 2013
• Autor(a) principal: Araújo, Davi Lucas Arruda de
• Orientador(a): Popadiuk, Silvio
• Banca de defesa: Franklin, Marcos Antonio , Sanchez, Otávio Próspero , Ghobril, Alexandre Nabil , Zilber, Silvia Novaes
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Presbiteriana Mackenzie
• Programa de Pós-Graduação: Administração de Empresas
• Departamento: Administração
• País: BR
• Palavras-chave em Português: barreiras; transferência de conhecimento; processo de vendas
• Palavras-chave em Inglês: barriers; knowledge transfer; selling process
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
• Link de acesso: http://dspace.mackenzie.br/handle/10899/23415

This dissertation has aimed to identify the influence of barriers in knowledge transfer in the sales process in franchisees of language schools in the city of São Paulo/SP. We chose to study the franchises of language schools, academic papers because the approach of using knowledge barriers remain underexplored. Furthermore, it is observed that the absence of knowledge management processes and the segment itself can generate barriers that hinder the application of knowledge from the franchisor. It is understood that the process of knowledge transfer is the appropriate communication model proposed by Shannon and Weaver (1949). Therefore, the presence of noise or barriers is inevitable. Using the model Szulanski (1996) the barriers can occur regarding: i) the content of the knowledge ii) context iii) emitting source, iv) a receptor source. Thus, these barriers was found to influence the management of the franchisees in their business units. The methodology is quantitative and type of research is exploratory and descriptive for this research was used an adapted version of the questionnaire developed by Szulanski (1996), applied to a sample of 79 schools franchised language related to Brazilian Franchising Association (ABF) whose universe reaches 299 units in the city of São Paulo. Two central hypotheses were formulated. The first was designed to test whether there were differences of means when comparing the factors and indicators of dimensions. And the second compared the factors and indicators of each dimension according to the brand franchise. Data analysis was initially used the technique of factor analysis in order to identify the factors for each dimension and to meet the specific objectives of this research were performed the Wilcoxon test to compare related samples originated from the same informant. Another test was used to test Jonckheere - Terpstra, a nonparametric test was intended to verify that mean differences between factors by comparing brands of franchised language and finally, the ANOVA was also used to check which tags were different. Through exploratory factor analysis were obtained factors and indicators for each dimension. In the dimension of content knowledge were generated two factors (explicitness and appropriateness of the team) and two indicators (bring results and contribution to revenue), the size of the emitting source resulted in a factor (technical suitability) and an indicator (omission of information) , regarding the size of the source resulted receiving three indicators (creativity, acceptance of guidelines and cooperation with the franchisee) and three factors (absorption of knowledge, competence and commitment to absorption) and the size of context resulted only one factor (relationship). The results showed that when comparing means between the four dimensions were identified several differences in means and indicators primarily on the dimensions of the emitting source and the context knowledge. And when compared to brands, were also identified schools where their averages differed by a factor determined to be high / indicator, as well as schools with factors / indicators showing averages considered low when compared with the other networks.