THE VALUE OF INTANGIBLES IN FRANCHISES OF THE RESTAURANT INDUSTRY IN MÉXICO

Abstract

In the franchise systems, exchange relationships are produced for the exchange of intangible resources between franchiser and franchisee, in exchange for an entry cannon and periodical quota. In this study, the intangible resources transmitted through these payments are determined by performing a survey. The brand image determined by sales, the size of the franchise, defined by the number of offices, and their belonging to the Mexican Franchise Association, turn out to be key in this exchange.