Crisis Management in the Brazilian Franchising Sector During the Covid-19 Pandemic

Crisis Management in the Brazilian Franchising Sector During the Covid-19 Pandemic

Blog Article

Objective: The objective of the article is to analyse the effects of the Covid-19 pandemic on the Brazilian franchise sector and to identify the main strategies adopted by companies to mitigate the negative impacts of the crisis.Method: The empirical research, using qualitative exploratory methods, was based on three in-depth interviews with franchising sector stakeholders, in addition to the thematic analysis of six webinars promoted by the ABF from April 15 Reach-In Freezers to 28, 2020.Findings: Findings show that franchise chains had to rethink their relationships with various stakeholders such as customers, employees, suppliers, and the government.Besides, franchisors Yoto Card - Storytime developed alternative sales channels such as websites, social networks, among others.Additionally, what sustained those companies during the crisis was their connection with their purpose.

Relevance: This study presents contributions to other companies in a similar situation by exploring the actions taken by the franchise chains during the crisis and identifying the best practices and paths taken.Contribution: This article contributes to investigations on the effects of the Covid-19 public health crisis in the franchising sector, one of the most relevant economic sectors.