Aplicação da gestão do conhecimento no gerenciamento da operação de uma franquia : um estudo de caso sob a perspectiva do franqueado

Abstract

The implementation of knowledge management in franchise operations is crucial for supporting and guiding decision-making within an organization. Specifically, in the franchising environment, it is this knowledge that directs the management of the store by the franchisee. This study aims to explore the impact of knowledge management on the operational administration of a franchise within one of the country's leading networks, from the perspective and experience of the franchisee. To achieve this objective, a basic nature case study with an exploratory goal and qualitative approach is conducted. The theoretical framework encompasses concepts and fundamentals of Knowledge Management (KM), information systems (IS), and franchise operations. Aligned with the theory, data collection involves direct and participatory observation, along with file recording, demonstrating an understanding of knowledge flow in the organization and an inferred interpretation of the systems used by the franchisee. In conclusion, knowledge management represents a valuable and intangible resource for an organization, applied in the franchise operating model in harmony with social interactions and involved systems.