Análisis clúster en las franquicias españolas internacionalizadas. Identificación mediante segmentación de clases latentes

Abstract

Based on the assumptions of the Uppsala model and the «born global» approach, the objective of this study is to identify and to analyze the existence of different types of franchisors according to the main features of their internationalization process. After reviewing the relevant literature, seven variables have been considered (internationalization speed, general, pre-franchise and international experience, rapid diversification, strength and international presence) and three covariables (strategy of international expansion, sector of activity and starting of international activity). These are the inputs of the latent class cluster analysis, studying a database comprised of 151 Spanish international franchises in 2010. The results confirm the existence of four groups or types of international franchises: (a) new international franchises, (b) global franchises, (c) oriented domestically and conservative internationally franchises, and (d) traditional and solid internationally franchises. Major contributions, limitations and future lines of research are offered explaining the characteristics of these four groups or clusters.