El modelo de franquicias como estrategia de crecimiento del sector ferretero de la ciudad de Guayaquil.

Abstract

The study focused on the franchise model as a strategy for the growth of the hardware sector in the city of Guayaquil, considering that this sector has presented a series of problems that limited its development. These include government egulations on the construction sector, which limited investment and influenced the demand for hardware, in addition to the reduction that the State made in infrastructure investment and the increase in prices for articles ironmongers perceiving some of these establishments by 2015 up to a 50% reduction in their sales. To better inform the findings, a field investigation was carried out in which the conditions of the hardware sector were evaluated from the perspective of the consumer and owners, knowing that there are limitations for their development that have been better ove rcome by the large hardware stores, achieving even a national scope . The literature exposes the advantages of the franchises, assuming a lower investment risk for new entrepreneurs thanks to the transfer of knowledge and resources, offering greater chances of subsistence being DISENSA a success case maintaining a national scope and operating 58 establishments in Guayaquil. Ferrisariato, considering itself the leader in the market within the hardware sector, replicated this model in this study for its adoption and seeking to favor the strengthening of small businesses thanks to the support, they would have this entity to achieve low-risk development.