Mensuração do grau de maturidade digital no segmento de redes de franchising domésticas e internacionalizadas

• Ano de defesa: 2024
• Autor(a) principal: Pizani, Cassia Aparecida
• Orientador(a): Rodrigues, Thelma Valeria Rocha
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Doutorado em Administração com Concentração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Maturidade Digital; Modelos de Maturidade Digital; Transformação Digital, Franchising Doméstica; Franchising Internacionalizada
• Palavras-chave em Inglês: Digital maturity; Digital maturity models; Digital transformation; Domestic franchising; Internationalized franchising
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/774

The general objective of this study was to identify the degree of digital maturity of franchise networks operating domestically and/or internationally, and to compare their degrees of digital maturity. To this end, an online survey was carried out with 72 franchisors from the ABF (Brazilian Franchising Association), which was based on the digital maturity model (MMD) developed by Berghaus and Beck (2016). With the results of the survey, the digital maturity stage of the responding franchisor organizations was determined. The research identified that internationalized franchise networks have a higher degree of digital maturity compared to those that only operate domestically. This is due to the need for greater planning and allocation of resources in different areas to implement operations in the international market. As part of the study, the dimensions of the digital maturity model (MMD) were also analyzed to confirm the main influencers of digital maturity, with four dimensions standing out in terms of importance: Strategic, Digitalization of Processes, Culture and Skills and Organization. To reinforce and confirm this result, the dimensions of the digital maturity model (MMD) were crossed with Chandler’s, where the organizational structure follows the strategy in a dynamic relationship of influence. This study can help not only franchise networks, but other business segments to detect their level of digital maturity, and applicable actions so that the digital transformation process is carried out in a more strategic and structured way.