derecho empresarial la franquicia
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7/23/2019 Derecho Empresarial La Franquicia
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DOCENTEVILCHEZ CASTRO, JORGE
CICLO - AULA
VIII - 208
CURSO:
DERECHO EMPRESARIAL II
INTEGRANTES:
• MONTENEGRO
CHAPOÑAN, JEAN
PIERRE• LINARES DIAZ, DANIEL• ORTIZ RAMIREZ, PAOLA
ELIZABETH• FLORES DE LA CURZ
MILAGROS
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LA FRANQUICIA Y SU EXTIO EN LAS EMPRESAS PERUANAS A PARTIR DEL
AÑO 2000
INTRODUCCCIÓN:
La franquicia ! una f"r#u$a qu %r#i& $a r'%i(a )%an!i"n ( $*! n+*ci*! $
(*#ini* ( $*! #rca(*!, %r* a!i#i!#* i#%$ica a!u#ir *-$i+aci*n! una !ri (
c*n&ra%r!&aci*n! c*n"#ica! c*n r!%*n!a-i$i(a(.
La franquicia ! un* ( $*! #*($*! ( )%an!i"n #%r!aria$ ( #a*r /)i&*
(!arr*$$* a ni0$ #un(ia$ n $a ac&ua$i(a(.
E!& #cani!#* 1a 0ni(* (!%r&an(* $ in&r/! n&r $*! !&u(i*!*! ( $a
c*n*#2a #%r!aria$, (-i(* a qu n $*! 3$&i#*! a4*! 1a !i(* una !&ra&+ia qu
! 1a c*n!*$i(a(* %ara faci$i&ar $a )%an!i"n in&rnaci*na$ ( $a! #%r!a!. Sin
#-ar+*, !& ! un &"%ic* r$a&i0a#n& #-ri*nari*, ! rquir ( un #a*r
n3#r* ( in0!&i+aci*n! qu faci$i&n $a c*#%rn!i"n ( $a c*#%$5i(a( ( !&
!i!&#a 6Bana, 7898:, a qu r%r!n&a n* !*$* una *%ci"n ( crci#in&* %ara $
franquician&, !in* &a#-i/n una *%ci"n ( #%rn(i#in&* %ara $ franquicia(*.
$*! *-5&i0*! !%c2fic*! ( $a in0!&i+aci"n ! ncun&ran; i(n&ificar $*! fac&*r!
qu #'! fa0*rcn $a &ran!f*r#aci"n ( #%r!a! naci*na$! n franquicia!<
(&r#inar $*! fac&*r! qu #'! (ificu$&an $a #i+raci"n ( $a! #%r!a! 1acia !&
#*($* #%r!aria$ i(n&ificar fac&*r! a(ici*na$! qu %u(n inf$uir, n #n*r
#(i(a, n $a &ran!f*r#aci"n ( $a! #%r!a! naci*na$! a !& #*($*.
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1.- LA FRANQUICIA EN EL MUNDO
E$ !c&*r ( $*! !r0ici*! ! $ !c&*r ( #'! r'%i(* crci#in&* ( $a c*n*#2a
#un(ia$ r%r!n&a (*! &rci*! ( $a %r*(ucci"n #un(ia$, !+3n inf*r#aci"n%r*%*rci*na(a %*r $a Or+ani=aci"n Mun(ia$ ($ C*#rci* 6OMC:.
La +$*-a$i=aci"n rf*r=" $a i(a qu $ #rca(* ! $ #un(* r!u$&a c*#%$ica(*
%ara #uc1a! #%r!a! c*#%&ir n &*(*! $a(*! a $a 0= !*-r $a -a! (
!&ra&+ia! &ra(ici*na$!, (*n( &*(* ! 1ac2a c*n rcur!*! %r*%i*! !in rcurrir a
a!*ciaci*n!. Hr#in(a 69>>?:.
En $ %r!n& a%ar&a(* ! 1ar' #nci"n ($ (!arr*$$* ( $a! franquicia! n $
c*n&)&* #un(ia$ %ara $u+* in+r!ar a $a 0*$uci"n !&a(* ( $a! franquicia! n$ '#-i&* naci*na$.
E$ *ri+n ( $a %a$a-ra franquicia ! r#*n&a a $a E(a( M(ia, n $a /%*ca n $a
cua$ un !*-ran* *&*r+a-a * c*nc(2a un %ri0i$+i* a !u! !3-(i&*! quin! n
0ir&u( $ #i!#* %*(2an ra$i=ar ac&i0i(a(! &a$! c*#* $a %!ca $a ca=a,
r!r0a(a! n &*(* ca!* a (&r#ina(a! =*na! ($ rin*. Ta$! au&*ri=aci*n! *
%ri0i$+i*! ! (!i+na-an u&i$i=an(* $ &r#in* franc , ( 1c1* $ %ri#r
(*cu#n&* qu #u!&ra $a c*nc!i"n ( una franquicia !&' fc1a(* n #a=*
( 97?7 fu *&*r+a(* n $a $*ca$i(a( franc!a ( C1a#-. I+ua$#n& n !a
/%*ca $a i+$!ia ca&"$ica c*nc(2a a cir&*! !4*r! (u4*! ( &irra!
au&*ri=aci*n! %ara qu ac&uaran n !u n*#-r n $a rc*$cci"n ( $*! (i=#*!
(-i(*! a $a i+$!ia, %r#i&in(* qu un %*rcn&a5 ( $* rcau(a(* fura %ara
$$*! a &2&u$* ( c*#i!i"n $ r!&* %ara $ Pa%a.
En $a E(a( M*(rna, $ %ri#r an&c(n& ( franquicia n E!&a(*! Uni(*! fu
%r*-a-$#n& $ *&*r+a#in&* a %ar&icu$ar! %*r 02a $+i!$a&i0a ( $a
)%$*&aci"n ( a$+un*! !r0ici*! %3-$ic*!, c*#* fu $ ca!* ( $*! frr*carri$!
$*! -anc*!. D !&a #anra, $a! franquicia! ra$i=a(a! %*r $ +*-irn*
c*n!&i&ur*n un #(i* %ara (!arr*$$ar $a %r!&aci"n ( !r0ici*! ( una
#anra r'%i(a !in $a u&i$i=aci"n ( (inr* * f*n(*! %3-$ic*!. Ha=*ur, N34=,
R**( A+ra#*n& 6788@:. S+3n una ( $a! &*r2a! fu $a #%r!a I.M.
Sin+rC*, #%r!a ((ica(a a $a fa-ricaci"n (i!&ri-uci"n ( #'quina! (
c*!r quin #%i=a a u&i$i=ar !& #*($* ( n+*ci*! %ara a#%$iar $a c*-r&ura
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( !u! %r*(uc&*! $a (i!&ri-uci"n ( $*! #i!#*!. Lu+*, *&ra! #%r!a! c*#*
C*ca C*$a, A0i!, Man%*r, Hr&= Gnra$ M*&*r! (ci(n a%$icar $ #i!#*
c*nc%&* %ara %r*#*0r $a )%an!i"n ( !u! #arca!, aunqu n $ ca!* ( GM
fu %r!i*na(* %*r $ +*-irn* a &ra0/! ( $a L an&i&ru!& qu *-$i+" a ca#-iar !u! !i!&#a! ( (i!&ri-uci"n (i!4ar una r( ( 0n&a! (!$i+a(a ( !u #%r!a.
E! n $*! a4*! 8 qu n E!&a(*! Uni(*! #%i=a a &*#ar i#%*r&ancia $ &#a
( franquicia! n $ !c&*r fa!& f**(, c*n #%r!a! c*#* Bur+r in+, n&uc
Fri( C1icn Mc D*na$(!.
Ta$ ! $a #a+ni&u( ( $a )%an!i"n ( $a! franquicia! n $*! E!&a(*! Uni(*!
qu %ara $ 7887, c*#* in(ica T*r#* n !u %'+ina -, )i!&2an #'! ( ?9,888
!&a-$ci#in&*! &ra-a5an(* !*-r $a -a! ( !& #*($* ( n+*ci*! %r*%*rci*nan(* a%r*)i#a(a#n& > #i$$*n! ( %u!&*! ( &ra-a5*, #a! qu $a
%*-$aci"n ac&ua$ ( Li#a.
A c*n&inuaci"n ! %r!n&an cua(r*! r$0an&! c*n inf*r#aci"n !*-r $a !i&uaci"n
($ !c&*r franquicia! n (i0r!*! %a2!!.
En $a Gr'fic* 9, ! %u( *-!r0ar $ n3#r* ( franquicia! c*n $a! qu c*n&a-an
n $ a4* 788? $*! %rinci%a$! %a2!! %ar&ici%an&! ( !& #*($* ( n+*ci*, !
(!&aca $a %ar&ici%aci"n ( E!&a(*! Uni(*! C1ina, $ #rca(* ( $a franquicia (
C1ina ! un* ( $*! qu #'! r'%i(* !&' 0*$uci*nan(* a ni0$ #un(ia$.
D acur(* c*n $a! cifra! ($ +*-irn* c1in*, $a! 0n&a! 1an au#n&a(* un @8
( #(ia n $*! 3$&i#*! &r! a4*!.
E!&*! (*! +r'fic*! #u!&ran un %an*ra#a c$ar* ( $a i#%*r&ancia qu &in $
#*($* ( $a franquicia n $ (!arr*$$* c*#rcia$ ($ #un(* %*r $* &an&* $a
*%*r&uni(a( qu !& !i!&#a r%r!n&a %ara $ Pr3.
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E$ !i!&#a ( franquicia 1a !i(* c$a!ifica(* n cua&r*
&a%a! 0*$u&i0a!;
•
PRIMERA E T APA, n&ra(a ( rc*n*ci(a! franquicia! )&ran5ra!,+nra$#n& r%r!n&a(a! %*r +ran(! +ru%*! $*ca$! 6c*n"#ica#n&:
c*n %*ca in&nci"n ( !u-franquiciar $*! f*r#a&*!, +nra$#n&
a!u#i(*! n $ #rca(* $*ca$ c*#* un n+*ci* c*r%*ra&i0*, !*n n !u
#a*r2a ($ ra#* ( c*#i(a! i+ua$#n& !*n c*n!i(ra(a! c*#* $a!
%i*nra! c*nqui!&a(*ra! ( #rca(*!.• LA SEG U N D A ETAPA ! carac&ri=a %*r $*! %ri#r*! in(ici*! (
franquicia-i$i(a( ( c*nc%&*! $*ca$! una (i0r!ificaci"n &2#i(a ( ru-r*!
n $ !c&*r.• LA T E RCERA ETAPA, ! $a (n*#ina(a B**# * %*%u$ari=aci"n ($
f*r#a&*, n (*n( una +ran can&i(a( ( n+*ci*! $*ca$! a(*%&a $ f*r#a&*,
n&ran #a*r n3#r* ( franquicia! )&ran5ra!. E$ (!arr*$$* (
franquicia! $*ca$! !u$ $$+ar a ni0$! ($ 8 ($ &*&a$ ( $a! franquicia!.
En !&a &a%a $*! +ru%*! c*n"#ic*! $*ca$! qu !*$2an a(#ini!&rar $a!
franquicia! c*r%*ra&i0a#n&, ! c*#in=an a a(n&rar n $ &#a (
!u-franquicia-i$i(a(.• LA CUARTA ETAPA ! $a c*n!*$i(aci"n ($ !c&*r, carac&ri=a(a %*r una
(%uraci"n ( $*! %r*&a+*ni!&a!, (-a& ( )i!&ncia ( n*r#a&i0a
!%cia$i=a(a $a )%*r&aci"n ( franquicia! $*ca$! a *&r*! #rca(*!.
2.- TEORÍAS QUE EXPLICAN EL ORIGEN DEL FENÓMENO DE LA FRANQUICIA:
S i(n&ificar*n 0aria! &*r2a! ( $a! cincia! c*n"#ica! a%$ica(a! a$ !i!&#a (
franquicia!, $a! cua$! )%$ican $ fn"#n* au+ ( !& &i%* ( c*n&ra&*,
au(an a c*#%rn(r #5*r c"#* !& !i!&#a ( )%an!i"n #%r!aria$ ! 1ac
ca(a 0= #'! frcun&. En&r (ic1a! &*r2a! ! #nci*nan $a! !i+uin&!;
A. La t!"#a $ %a a&'()a: Rc*n*c $a )i!&ncia r$aci"n ( (*! ac&*r!;
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ac&i0i(a(! n $ a+n& 6franquicia(*:, (-i(* a qu n* &in $a!
ca%aci(a(!, rcur!*! * &i#%* nc!ari*! %ara $$0ar$a! a ca-* !in au(a (
&rcr*!. E!&a &*r2a inc$u, c*#* %rinci%a$ fun& ( incr&i(u#-r, $a
i#%*!i-i$i(a( ( %r0r c*#%$&a#n& $a! acci*n! c*#%*r&a#in&*! (&*(*! $*! #i#-r*! qu in&+ran $a r( * $a ca(na ( $a franquicia.
B.C. La t!"#a $ %a *(a*+ $ %!* "(,"*!*: $ !i!&#a ( franquicia ! un
%a$ia&i0* &#%*ra$, au(a a !*$uci*nar $a fa$&a ( rcur!*! n $a! %ri#ra!
&a%a! ( (!arr*$$* ($ n+*ci* %ara $ franquician&. E!&a &*r2a ar+u#n&a
qu $*! franquicia(*r! a(*%&an $ !i!&#a %rinci%a$#n& %*rqu n* &inn
!uficin&! rcur!*! %r*%i*! quirn a%r*0c1ar $a c*n&ri-uci"n ( $*!
franquicia(*! qu %*(r2an !r a%*r&! financir*!, 1u#an*! $ c*n*ci#in&*($ #rca(* $*ca$.
D. T!"#a $ %a t'*)' $% ")*&!: Manifi!&a qu $*! franquician&! (-n
1acr %r*%ia! $a! uni(a(! * &in(a! #'! rn&a-$! in&r!an&! %ara
(!%u/! franquiciar aqu$$*! %un&*! ( 0n&a (*n( $ ri!+* !a #'!
$0a(* c*#%$5*.
E. T!"#a (!'t"a(t,a%: $ franquicia(*r * franquician& &*#ar' $a (ci!i"n (
franquiciar una uni(a(, !i $ c*!& ( !u%r0i!ar c*n&r*$ar (ic1a uni(a( !
#n*r qu $ ( a(#ini!&rar c*#%$&a#n& $ !&a-$ci#in&* %*r %ar& ( $a
#%r!a.
F. T!"#a $ %a* */a%*; Dfin( qu $*! !c&*r! qu ! -a!an n -in!
in&an+i-$! (-n #i&ir !4a$! %ara qu $ %3-$ic* %u(a 0a$*rar$*!
%rci-ir$*! )i&*!a#n&. D!( !& %rinci%i*, ! !u%*n qu $ franquicia(*r
%*! inf*r#aci"n %ri0i$+ia(a 6Inf*r#aci"n a!i#/&rica: %*r !&* %rfir
iniciar !u )%an!i"n crci#in&* a &ra0/! ( %un&*! %r*%i*! n c*n&ra!& c*n
$a! &in(a! franquicia(a!, %ara a!2 #i&ir a$ #rca(* una !4a$ ( n+*ci*
)i&*!*, a qu $ %r*%i* franquicia(*r n* &# in0r&ir n /$. S+3n !&a
&*r2a, $$* incr#n&ar' $ n3#r* ( &rcr*! in&r!a(*! n c*n0r&ir! n
fu&ur*! franquicia(*!, %u! +nra $a %rc%ci"n ( !r #u rn&a-$.
.- ORIGEN Y EOLUCIÓN DE LAS FRANQUICIAS EN EL PER
I'&"*! $ 3"a'4,)()a* ' 5"(a$! P",a'!
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In+r!* a$ Mc(*. Pruan*
C*#* ! %u( a%rciar n $ +r'fic* $a &n(ncia ($ in+r!* ( nu0a!franquicia! ! crcin&, !&* -a!a(* n una %r*+r!i"n $ina$, ! (- &*#ar
n c*n!i(raci"n qu n $*! 3$&i#*! a4*! $ in+r!* ( #%r!a! naci*na$! a$
!i!&#a 1a !i(* !i+nifica&i0* c*#* ! *-!r0a
E$ #rca(* ( franquicia! n $ Pr3 c*#n=" n $ a4* 9>>, c*n $a
#%r!a n&uc Fri( C1icn n $ ra#* a$i#n&ari*. D!( $a inau+uraci"n (
!u %ri#r $*ca$, FC $*+r" $a ac%&aci"n ($ %3-$ic* c*n!u#i(*r .
Lu+* ( !&a %ri#ra franquicia $$+" $a #%r!a !&a(*uni(n! McD*na$(! qu
c*n!*$i(a $ au+ ( !&a ac&i0i(a( n $ %a2!. D!%u/! 0inir*n franquicia! c*#*
Bur+r in+, Pi==a Hu&, B$*c-u!&r, T*n R*#a!, !& C*a!& Qi(*, Mai$ -*)!,
Fu&uri(i!, DHL n&r *&ra!.
En&r $a! %ruana!, M(i&rr'n* C1icn, qu &in n $a ac&ua$i(a( 9@ $*ca$!, fu
$a %ri#ra n franquiciar !u #arca a #(ia(*! ( $a (/ca(a ( $*! n*0n&a, ( a12 $
!i+uir*n Par(*! C1icn, La R*#ana, Pa!&i%i==a.
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?.9. ORIGEN DE FRANQUICIAS PRESENTES EN EL MERCADO PERUANO
C*#* ! %u( *-!r0ar n $ Gr'fic* ?9, E!&a(*! Uni(*! ! $ %rinci%a$ *ri+n (
$a! franquicia! qu c*#%i&n n $ #rca(* Pruan* c*n un 8 ($ #rca(*
!+ui(* %*r Pr3 qu (&n&a un ?@ ( %ar&ici%aci"n
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6.- PRINCIPALES ENTA7AS Y DESENTA7AS DE UNA FRANQUICIA
FRANQUICIANTE
ASPECTOS POSITIOS ASPECTOS NEGATIOS
Ac$raci"n ($ crci#in&*
( $a #%r!a.
O%ci"n ( &ra-a5ar c*n
ca%i&a$ ( &rcr*!
Mn*r! c*!&*! ( %r!*na$.
F*r&a$ci#in&* ( #arca i#a+n.
Mn*r +a!&* %u-$ici&ari*.
Di!#inuci"n ($ ri!+*
c*#rcia$ financir*.
A+i$i(a( n $ in+r!* a
nu0*! #rca(*!.
Ma*r faci$i(a( ficincia
n $a *%raci"n +nra$ ($
n+*ci*.
U&i$i=aci"n ($ c*n*ci#in&*
($ franquicia(* ($ #rca(*
$*ca$
C*#unicaci"n #'!
c*#%$5a n&r &*(a $a
ca(na.
Di!#inuci"n (
rn&a-i$i(a( %*r %un&* (
0n&a.
Pr!&i+i* n #an*! (
&rcra! %r!*na!.
Ma$a +!&i"n ($
franquicia(* inf$u n $
/)i&* * fraca!* ( $a
franquicia.
Ri!+* ( qu $
franquicia(* c*%i $a
f"r#u$a ( n+*ci* !
c*n0ir&a n un nu0*
c*#%&i(*r.
C*!&*! c*n&rac&ua$! n
$ ca!* (
incu#%$i#in&*.
C*#%ar&ir %ar&ici%aci"n (
#rca(* c*n *&r*! !*ci*!
c*#rcia$!
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FRANQUICIADO
ASPECTOS POSITIOS ASPECTOS NEGATIOS
R(ucci"n ( ri!+*!.
R(ucci"n ( &i#%*
(inr* n $a %u!&a n
#arc1a ($ n+*ci*.
Un f*r#a&* ( n+*ci*
%r*-a(*.
F*r#aci"n ca%aci&aci"n.
E)c$u!i0i(a( +*+r'fica.
Ga!&*! ( %u-$ici(a( %*r $
franquicia(*r.
Rc*n*ci#in&* ( !r
#%r!ari*.
Ec*n*#2a! ( !ca$a.
Ma*r %r*-a-i$i(a( (
/)i&* %ara una PME.
Marca rc*n*ci(a.
Rc*#%n!a #'! $i+a(a a$!fur=* %r!*na$ qu !i
! #%$a(*.
Pa+* ( can*n (
n&ra(a r*a$&i! a
&ra0/! ($ &i#%*.
N* !r %r*%i&ari* ( $a
#arca.
Ri!+* ( n* %*(r
rn*0ar $ c*n&ra&*.
P/r(i(a (
n(%n(ncia n $a
&*#a ( (ci!i*n!!&ra&/+ica!.
N*r#a! (irc&ric!
i#%u!&a!.
Mar+n ( ac&uaci"n
#'! r(uci(*.
Qincu$aci"n a$ /)i&* *
fraca!* ($franquicia(*r (#'!
franquicia(*!.
C*!&*! c*n&rac&ua$! n $
ca!* ( incu#%$i#in&*
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8.- ESTRUCTURA INTERNA DE FRANQUICIAS EN EL PER
En $ Pr3 ! i#%*r&an& c*n*cr qu, c*#* n *&r*! %a2!! $a&in*a#rican*!, $
!i!&#a ( franquicia! ! ncun&ra n $a! %ri#ra! &a%a! ( (!arr*$$*
0*$u&i0*, !+3n $ Sr. Frnan(* Luqu, Pr!i(n& ( La C'#ara Pruana (Franquicia!, $ Pr3 ! nc*n&rar2a n $a !+un(a &a%a 0*$u&i0a, qu !
carac&ri=a %*r $a n&ra(a ( +ran(! #arca!, n+*ciaci*n! n&r +ran(!
+ru%*!, n* !u-franquicia-i$i(a( %*ca %*%u$ari(a(, c*n un ni0$ a%r*)i#a(* ( >
n!4a! ( $a! cua$! !"$* ?? !*n naci*na$!.
La %ri#ra franquicia qu ! in!&a$a n Pr3 n $ a4* 9> ! $a ( Hr&=
ac&ua$#n& $ !c&*r ! 1a (!arr*$$a(* ( #anra in&r!an& %r* n* c*n $a
in&n!i(a( qu nc!i&a, !&* %rinci%a$#n& %*r $a fa$&a ( c*n*ci#in&* ( $*!#%r!ari*! $*ca$! ( $a! 0n&a5a! qu -rin(a $ !i!&#a< $ ni0$ ( (!arr*$$*
$*+ra(*! n *&r*! %a2!!, n $*! qu (ic1* #*($* ( n+*ci*! r%r!n&a un
0*$u#n in&r!an& n $ !c&*r c*#rci*, c*#* E!&a(*! Uni(*!, %a2! n $ qu
! !&i#a qu ca!i $ 8 ( $a! 0n&a! #in*ri!&a! ! ra$i=an a &ra0/! ( !&
#*($* ( n+*ci*. Bra!i$ M/)ic* ac&ua$#n& ! ncun&ran n $a 3$&i#a &a%a
($ cic$* 0*$u&i0* Qn=u$a Ar+n&ina a%na! c*#in=an a a(n&rar! n
$$a.
Lu+* ( (ifun(i(* $ C*n!n!* n a!1in+&*n n&r $*! a4*! 9>K8 9>>8, !*-r
$a! %*$2&ica! in&rnaci*na$! qu r!u#ir#*! n &r!; Pri0a&i=aci"n, Li-ra$i=aci"n
Au!&ri(a( Fi!ca$< %*$2&ica! qu fur*n rc*+i(a! %*r $ +*-irn* ( Fu5i#*ri
qu c*n$$0ar*n a %*nr /nfa!i! n $a $i-ra$i=aci"n ( -in! !r0ici*!.
Una 0= $i#ina(*! $*! c*n&r*$! ( %rci*!, qu %r*0n2an ( una %$anificaci"n
!&a&a$, (-i(* a $*! ca#-i*! !u+ri(*! %*r $ F*n(* M*n&ari* In&rnaci*na$, !
!&a-$ci" n Pr3 un &i%* ( ca#-i* &a!a! ( in&r/! $i-r!, $i#in'n(*! a !u0= $a !&a-i$i(a( $a-*ra$ a-!*$u&a cr'n(*! un !i!&#a %ri0a(* ( %n!i*n!.
Dic1*! ca#-i*! !&ruc&ura$! %r*#*0ir*n $a! in0r!i*n! $ $i-r #rca(* %*r
$$* ra i#%*r&an& c*n!&i&uir in!&i&uci*n! qu 0$aran %*r $ r!%&*
cu#%$i#in&* ( $a $i-r c*#%&ncia, a!2 c*#* %ara %r*&+r &*(a! $a! f*r#a! (
%r*%i(a( in&$c&ua$, (!( $*! !i+n*! (i!&in&i0*! $*! (rc1*! ( au&*r 1a!&a
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$a! %a&n&! $a -i*&cn*$*+2a. E! n !&a c*un&ura (*n( ! cra E$ In!&i&u&*
Naci*na$ ( Dfn!a ( $aC*#%&ncia ( $a Pr*&cci"n ( $a Pr*%i(a(
In&$c&ua$ 6INDECOPI:, cra(* #(ian& Dcr&* L N 7KK n n*0i#-r ($
9>>7. Sin #-ar+*, n $* rfrn& a$ !c&*r ( franquicia! n* 1u-* nin+una
(i!%*!ici"n qu i#%u!ira una *-$i+aci"n ( r+i!&rar $*! c*n&ra&*!, &a#%*c*
)i!&2a a$+3n #cani!#* qu %r#i&ira r+i!&rar a $a! franquicia!, c*n $a fina$i(a(
( (&r#inar $ *ri+n ( $a! #i!#a!, $a in0r!i"n, $ r!u$&a(* ( $a craci"n (
nu0*! %u!&*! ( &ra-a5*! ni $a cn&ra$i=aci"n ( inf*r#aci"n %ara ana$i=ar
r+u$ar $ cu#%$i#in&* ( $a! #i!#a! 1acia $*! c*n!u#i(*r! * franquicia(*! n
+nra$.
N* *-!&an& $* )%u!&*, INDECOPI a &ra0/! ( $a Oficina ( Si+n*! Di!&in&i0*! !
ncar+a ($ r+i!&r* ( C*n&ra&*! ( Tran!frncia ( Tcn*$*+2a E)&ran5ra. L*
cua$ n* ! a%$ica-$ a &*(a! $a! franquicia! ( acur(* a !u #*($* %r !. En $a
%r'c&ica a$ n* )i!&ir *-$i+a&*ri(a( ( $ a$ r+i!&r* ( franquicia!, /!&a &in un
c*nn*&aci"n ( car'c&r 0*$un&ari*, %*r $* cua$ n $ Pr3, $a! franquicia! !*n
c*n&ra&*! qu in0*$ucran a $a! %ar&! c*n&ra&an&!, 6franquician& franquicia(*:,
!in qu !u incu#%$i#in&* !&/ !u5&* a %na$i(a( a$+una, ac*r( c*n un cri&ri*
( c*n*#2a ( $i-r #rca(* (*n( ! -u!ca r(ucir $*! c*!&*! ( &ran!acci"n.
C*#* ! #u!&ra n $ Cua(r* 7, n $ Pr3 !"$* ! ncun&ran r+i!&ra(a! n $
ra ( R+i!&r* ( C*n&ra&*! ( Tran!frncia ( Tcn*$*+2a E)&ran5ra ( $a
Oficina ( Si+n*! Di!&in&i0*! ( INDECOPI (icinu0 69>: franquicia!
)&ran5ra!.
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9.- FRANQUICIAS
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En $ Pr3 $a fac&uraci"n anua$ %*r c*nc%&* ( franquicia! ! (
a%r*)i#a(a#n& US ?88 #i$$*n!.
E)i!&n 988 #i$ #%r!a! naci*na$! qu !&'n n ca%aci(a( ( Franquiciar!.
En Pr3 $ K ( franquicia! !*n ( *ri+n )&ran5r*, #in&ra! qu $ r!&an&
! naci*na$!. E$ !*n ( E!&a(*! Uni(*!.
E$ > ( $a! Franquicia! ! ncun&ran n $a ciu(a( ( Li#a.
La! Franquicia! n $ Pr3 fac&uran a$r((*r ( 78 #i$$*n! ( ("$ar!
a#rican*!.
En $ Pr3 0inn +nran(* $a! Franquicia! #'! ( 98,888 %u!&*! ( &ra-a5*,
K8 n $ ru-r* ( c*#i(a r'%i(a.
En $ Pr3 a (ifrncia ( E!&a(*! Uni(*! (*n( $ > ( $*! #icr*! %qu4a!
#%r!a! u&i$i=an $ !i!&#a ( Franquicia, n* $$+a#*! a$ 9.
La! 0n&a! &*&a$! ( $a! franquicia! n E!&a(*! Uni(*! %*(r2an $$+ar a !u%rar $
-i$$"n ( ("$ar! n $ a4* 788>.
Un* ( ca(a 97 n+*ci*! !&a-$ci(*! ! una franquicia n E!&a(*! Uni(*!. Una
nu0a uni(a( ( franquicia a-r ca(a *c1* #inu&*! a 1a a$r((*r ( 8 #i$uni(a(! franquicia(a! n &*(* $ %a2! ($ n*r&.
La! uni(a(! franquicia(a! n E!&a(*! Uni(*! #%$an a #'! ( *c1* #i$$*n!
( %r!*na!< 1a n %r*#(i* n&r *c1* ca&*rc #%$a(*! %*r
!&a-$ci#in&* +nran(* #'! ( 98 #i$ %u!&*! ( &ra-a5* ca(a a4*.
C5a"a $ C!5"()! A5")(a'a $% P"; <AMC=AM>
La C'#ara ( C*#rci* A#ricana ($ Pr3 6A#C1a# Pr3: ! una *r+ani=aci"n
qu r%r!n&a a #%r!a! %ruana! )&ran5ra!, qu %r*#u0 i#%u$!a $
!i!&#a ( $i-r #rca(*, f*#n&an(* $ c*#rci*, $a in0r!i"n $ in&rca#-i*
n&r Pr3 $*! E!&a(*! Uni(*!, (n&r* ( un #arc* ( r!%*n!a-i$i(a( !*cia$,
0a$*r! /&ica #%r!aria$.
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E$ %rinci%a$ *-5&i0* ( A#C1a# Pr3 ! -rin(a *rin&aci"n %r!*na$i=a(a !*-r
a!%c&*! c*#rcia$!, %rinci%a$#n& n&r $ Pr3 E!&a(*! Uni(*!< *frc una
0ari(a( ( !r0ici*! (ifrn&! &i%*! ( 1rra#in&a! %ara !u %$an ( acci"n a
fin ( +aran&i=ar $ /)i&* ( $*! n+*ci*! n&r nu!&r*! %a2!!. A!i#i!#*,
#an&in c**r(inaci"n !&rc1a c*n $ Sr0ici* C*#rcia$ ( $a E#-a5a(a ( $*!
E!&a(*! Uni(*! n $ Pr3, $a r( ( A#C1a# n &*(a! $ #un(*, $a U.S.
C1a#-r *f C*##rc, $a! %rinci%a$! C'#ara! ( C*#rci* !&a&a$!
r+i*na$! n EE.UU. *r+ani!#*! %ruan*! %3-$ic*! %ri0a(*! ( a%** a $a!
)%*r&aci*n!.
?.- EL CONTRATO DE FRANQUICIA O FRANC=ISINGE$ Franc1i!in+, Franquicia * &a#-i/n (n*#ina(* Si!&#a ( Licncia!, !
una f*r#a ( (i!&ri-uir -in! * ( %r!&ar !r0ici*!, a &ra0/! ( $a cua$ una
#%r!a qu (i!&ri-u (ic1*! -in! * %r!&a !r0ici*!, $* 1ac %*r #(i* (
#arca! c*#rcia$!, a!%c&* f2!ic* ($ n+*ci*, c*n*ci#in&*! a fin (
c*ncr&ar$*!, #/&*(*! ( *%raci"n, ca%aci&aci"n * !%cia$i=aci"n ( %r!*na$,
a%** c*n&inu* n $a! 0n&a!, &c. Dic1a #%r!a, $$a#a(a &a#-i/n $icncian&,
au&*ri=a !u u!* %*r %ar& ( &rcra! %r!*na! $icncia(*! * $icncia&ari*!
#(ian& una r&ri-uci"n, a(#'! !&ar' !u5&* a (i0r!a! *-$i+aci*n!
c*n(ici*n! rfri(a! a $a f*r#a ( 5cu&ar$*.
E$ C*n&ra&* ( Franquicia !&' c*nc-i(a c*#* una !&ra&+ia * !i!&#a (
n+*ci*!, %*r $a cua$ un in(i0i(u* * una #%r!a franquician&, *&*r+a
(&r#ina(*! (rc1*! ( u!* ( #arca &ran!fir &cn*$*+2a %ara $a *%raci"n
( un n+*ci* ( /)i&* c*#%r*-a(* a *&r* in(i0i(u* * #%r!a franquician& *
franquicia&ari*, a ca#-i* ( cir&a! cu*&a! r+a$2a!. E!&a! r+a$2a! c*#%rn(n
&*(* %a+* r+u$ar qu ra$i=a $ franquicia&ari*, %*r c*nc%&* ( $a )%$*&aci"n (
$a franquicia. Inc$u a(#'!, c*#* $* #nci*n'ra#*! #'! a($an&, una !ri (
$#n&*! qu !*n in1rn&!, n +ran %ar& a !&a fi+ura, c*n!i!&n&! n
$#n&*! r$a&i0*! a $*! Drc1*! ( $a Pr*%i(a( In(u!&ria$ In&$c&ua$, c*#*
$* !*n; $*! !i+n*! (i!&in&i0*! 6#arca!, n*#-r! c*#rcia$!, r"&u$*! ( %u-$ici(a(,
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&c.:, in0nci*n! nu0a! &cn*$*+2a! 6#*($*! ( u&i$i(a(, (i!4*!:, (rc1*!
( au&*r, n* 1*, n&r *&ra! fi+ura! ( +ran i#%*r&ancia. S (- &nr
%r!n& qu !& c*n&ra&* n* ! &an nu0*, c$ar* !&' !i ! c*#%ara c*n *&r*!
c*n&ra&*! c*#* $a c*#%ra0n&a %*r 5#%$*, ! %u( afir#ar qu ! &ra&a ( un
c*n&ra&* #*(rn*. Sin #-ar+*, ca- !4a$ar qu, a%r*)i#a(a#n&, &u0* !u
*ri+n n 9K9, cua %ri#ra #anif!&aci"n fu $a ( $a C*#%a42a Sin+r C*.,
n E!&a(*! Uni(*! ( N*r&a#/rica, quin! !&a-$cir*n una ca(na! &in(a!
%ara $a 0n&a ( #'quina! ( c*!r. Manif!&aci"n qu (i* inici* n ! %a2!, a un
c*n&ra&* qu n $a ac&ua$i(a( a c$-ra 9?9 a4*!.
E! &a#-i/n i#%*r&an& &nr n c*n!i(raci"n qu #'! ($ 8 ( $*! n+*ci*!
cra(*! in(%n(in&#n&, n* &inn un &i#%* ( (uraci"n #u $ar+*, %*r $*
qu a &ra0/! ( $a Franquicia, $a #*r&an(a( ( (i0r!a! fir#a! ! r(uc
c*n!i(ra-$#n&.
?.1. CARACTERÍSTICAS PRINCIPALES:
1. Consensual.- Nac ($ acur(* ( $a! %ar&! in&r0inin&!.2. Bilateral .- C$-ra(* n&r $ franquician& $ franquicia(*r, !an /!&a!
%r!*na! na&ura$! * 5ur2(ica!.
. Oneroso.-P*rqu a ca#-i* ( $a au&*ri=aci"n ( u!* ( una franquicia(&r#ina(a, )i!& una c*n&ra%r!&aci"n * r&ri-uci"n 6Ta!a inicia$ * C*n&inua:.
6. No es formal .- N* rquir ( f*r#a !*$#n a$+una %ara !u 0a$i(=, %u(
a3n &ra&ar! ( un c*n&ra&* c$-ra(* 0r-a$#n&< * #'! a3n, (-i(* a $a
0*$uci"n inf*r#'&ica ac&ua$ %u( c*n&ra&ar! #(ian& $a 02a $c&r"nica
6C*#rci* In&rnaci*na$ Qir&ua$:.8. Atípico.- N* ! ncun&ra !%cia$#n& r+u$a(* %*r $a $.9. Contrato por adhesión.- E$ franquicia&ari* ! a(1ir a aqu$$a! c*n(ici*n! *
f*r#a$i(a(! i#%u!&a! %*r $ franquician&.
?. Conmutativo.- A#-a! %ar&! c*n*cn $a! 0n&a5a! (!0n&a5a! qu *&*r+ar'$a c*n&ra&aci"n.
@. intuito personae.- N* ! !u!c%&i-$ ( c!i"n a$+una.
?.2. CULMINACIÓN DEL CONTRATO:
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N*r#a$#n& &r#ina %*r $ cu#%$i#in&* ($ %$a=* %ac&a(*, %*r $a cua$ !
)&in+u $a r$aci"n c*n&rac&ua$ )i!&n&, $* 3nic* qu acarrar2a ! cu#%$ir c*n
$a! c*n(ici*n! %*!&ri*r! a$ &/r#in* ($ c*n&ra&*; (0*$uci"n ( !i+n*!
(i!&in&i0*!, &c. En ca!* ( qu n* ! !&i%u$ %$a=* n $ c*n&ra&*, !i#%r !
!&i%u$ar' una c$'u!u$a ( r!*$uci"n uni$a&ra$ ($ #i!#*, $ cua$ &in qu !r
n*&ifica(* %r0ia#n& a $a *&ra %ar&.
Pr* )i!&n ca!*! )c%ci*na$! * an*r#a$! %ara qu $ c*n&ra&* ( franquicia
c*nc$ua, !&*! !*n $*! !i+uin&!;
a) Por acuerdo o consentimiento de ambas partes, sea directa (cuando en cualquier
momento ambas partes dan por terminada la relación contractual) o indirecta
(cuando las partes contratantes establece una cláusula en la que se dispone, que
si una de las partes desea dar por culminado el contrato, ésta deberá notificar
previamente a la otra parte y pagar la indemnización pactada).
) Por incumplimiento de una de las partes, en este caso será exigible la eecución
forzada de la prestación o contraprestación, seg!n sea el caso, y por supuesto, la
indemnización respectiva.
c) Por causas sobrevinientes, sean estas por muerte o incapacidad de una de las
partes (excepto en el caso del franquiciante, pues puede ser representado por sus
"erederos o curador, salvo que sea intuito personae la responsabilidad asignada),
por quiebra, etc.
@.- MARCO 7URÍDICO EN EL PERE$ C*n&ra&* ( Franquicia!, ! una fi+ura a&2%ica, n $* qu a nu!&ra $+i!$aci"n !
rfir, %*r $$* ! qu +nra$#n& ! -a!a n $a 5uri!%ru(ncia !&a-$ci(a.E$ n& ncar+a(* ( r+u$ar r+i!&rar $a! Franquicia! E)&ran5ra! n $ Pr3 !
$ In!&i&u&* Naci*na$ ( Dfn!a ( $a C*#%&ncia ( $a Pr*&cci"n ( $a
Pr*%i(a( In&$c&ua$ V INDECOPI, $a Oficina ( Si+n*! Di!&in&i0*! V ra (
r+i!&r* ( Tran!frncia ( Tcn*$*+2a E)&ran5ra. E! !&a 'ra $a qu !&a-$c
$*! rqui!i&*! %ara acc(r a $a in!cri%ci"n; f*r#a&* ( $a !*$ici&u( $$na(a
(-i(a#n& c*n $*! (a&*! +nra$! ( $a %r!*na, !a na&ura$ * 5ur2(ica
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6a(#'! ($ r%r!n&an& ( /!&a 3$&i#a:, in(icaci"n ($ n*#-r ($ &i&u$ar ($
!i+n* (i!&in&i0* qu 0a a !r #a&ria ( )%$*&aci"n 6NW ( cr&ifica(*,
(n*#inaci"n, 0i+ncia, &c.:, c*#%r*-an& ( %a+* r!%c&i0* *&r*!
(*cu#n&*!; C*n!&i&uci"n ( $a #%r!a, c*%ia ($ C*n&ra&* ( Tran!frncia (
Tcn*$*+2a E)&ran5ra, &c.
La! n*r#a! qu r+u$an $a! franquicia! n nu!&r* %a2! c*n $a! qu ! (&a$$an a
c*n&inuaci"n;
1. Dci!i"n NW 7>9 V D $a C*#i!i"n ($ Acur(* ( Car&a+na, !*-r
Tra&a#in&* ( $*! Ca%i&a$! E)&ran5r*! !*-r Marca!, Licncia!
R+a$2a!, n*r#a qu !4a$a $*! rqui!i&*! !ncia$! %ara $a in!cri%ci"n (
una franquicia )&ran5ra, !&*! !*n; i(n&ificaci"n ( $a! %ar&! 6c*n )%r!a
c*n!i+naci"n ( !u naci#in&* (*#ici$i*:, i(n&ificaci"n ( $a! #*(a$i(a(!
qu %r!n& $a &ran!frncia ( $a Tcn*$*+2a qu ! i#%*r&a, 0a$*r
c*n&rac&ua$ ( ca(a un* ( $*! $#n&*! in0*$ucra(*! n $a &ran!frncia (
&cn*$*+2a, (&r#inaci"n ($ %$a=* ( 0i+ncia ($ c*n&ra&*, n&r *&r*!.2. Dcr&* L+i!$a&i0* NW 7, L ( Pr*#*ci"n 6!+uri(a( 5ur2(ica: ( $a
In0r!i"n E)&ran5ra.. Dcr&* Su%r#* NW 97>7EF; R+$a#n&* ($ Dcr&* L+i!$a&i0* NW 7.
6. Dcr&* $+i!$a&i0* NW K8; L !*-r Facu$&a(!, N*r#a! Or+ani=aci"n ($
In(c*%i, n $* qu c*rr!%*n(a.8. Dcr&* L+i!$a&i0* NW K7?; L ( Pr*%i(a( In(u!&ria$.9. T.U.O. ( Pr*c(i#in&*! A(#ini!&ra&i0*! ($ In(c*%i.
.- CONDICIONES EXIGIDAS PARA INCORPORARSE A LA FRANQUICIA
An&! ( (ci(ir! a %*nr n #arc1a un n+*ci* a &ra0/! ($ !i!&#a (franquicia ! #u i#%*r&an& fa#i$iari=ar! c*n a$+un*! ( $*! &/r#in*! qu !#%$an n $ !c&*r. D !& #*(*, ! rc*n*cr'n $a! *-$i+aci*n! (rc1*!( $a! %ar&!, &*(* !&* !&' c*n&#%$a(* n $ c*n&ra&* #rcan&i$< qu/can&i(a(! (- a-*nar a$ franquician& %*rqu/ * qu/ #*(a$i(a( (
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franquicia $ c*n0in. XYui/n ! $ franquician& qui/n $ franquicia(*, Xqu/! $ n* 1* * $ r*a$& * r+a$2a E!&a! !*n a$+un*! ( $*! &/r#in*! #'!c*#un! r$aci*na(*! c*n $ !c&*r ( $a franquicia %r* qu #uc1a! 0c!n* ! aca-an ( c*#%rn(r. C*n0in c*n*cr $ !i+nifica(* ( ca(a un* (!&*! &/r#in*! an&! ( qu $ #%rn((*r *%& %*r !& !i!&#a.
[ Drc1* ( n&ra(a
I#%*r& 3nic* qu ! *-$i+a a %a+ar $ franquicia(* a$ inc*r%*rar! auna ca(na ( franquicia!. E$ %a+* ( !&a can&i(a( 5u!&ifica &r! a!%c&*!(i!&in&*!; $ (rc1* ( u&i$i=aci"n ( $a #arca, $ %r*c!* ( f*r#aci"n inicia$qu $ franquician& %r*%*rci*na a$ franquicia(* una c*#%n!aci"n %arcia$%ara $ franquician& %*r $a in0r!i"n qu ra$i=" %ara $a %u!&a n #arc1a ($n+*ci* n $*! inici*!.
[ R+a$2a
P*r 0n&a!, a%*r&aci"n %r*%*rci*na$ a $a! 0n&a! ra$i=a(a! %*r $ franquicia(*qu /!& &in qu a-*nar a$ franquician& c*#* c*n!cuncia ($ a%** c*n&r*$ qu rci- ( /$ %*r %u-$ici(a(, a%*r&aci*n! %ri"(ica! %ara crar unf*n(* (!&ina(* a #ar&in+.
[ C*-ran(in+
E! una !&ra&+ia ( n+*ci* r$a&i0a#n& nu0a qu c*n!i!& n c*#%ar&ir $*ca$ c*n *&ra #arca %ara rn&a-i$i=ar +a!&*! fi5*! au#n&ar in+r!*!.
[ C*n&ra&* ( franquicia
M(ian& $ c*n&ra&* ( franquicia $ franquician& c( a$ franquicia(* $(rc1* a u&i$i=ar !u i(a ( n+*ci*. E$ c*n&ra&* rc*+ $*! (rc1*! *-$i+aci*n! ( a#-a! %ar&!; $a (uraci"n ($ c*n&ra&*, $a! c*n(ici*n! (r!*$uci"n, ( rn*0aci"n, c*n&ra%r!&aci*n! c*n"#ica!, ac&*! ()c$u!i0i(a( $a f*r#aci"n.
[ C*rnr Ti%* ( franquicia qu (!arr*$$a !u ac&i0i(a( n un !%aci* r(uci(*(ifrncia(* (n&r* ( una !u%rfici #a*r, %*r 5#%$*, n un cn&r*c*#rcia$.
[ E!&a-$ci#in&*
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L*ca$ n $ qu ! (!arr*$$a $a ac&i0i(a( c*#rcia$. E$ franquician& !u$!&a-$cr una !ri ( c*n(ici*n! n cuan&* a $a (c*raci"n, $a! (i#n!i*n!#2ni#a! !i&uaci"n, %*r 5#%$*, a %i ( ca$$ * ( f'ci$ acc!*.
[ E)c$u!i0i(a(En $a =*na ( )c$u!i0i(a( ($ franquicia(* n* ! %r#i& a-rir nin+3n *&r* $*ca$( $a #i!#a #arca, a!+ur'n(*! a!2 un ra(i* ( acci"n (&r#ina(*. E$cri&ri* qu ! &in n cun&a ! $ n3#r* ( 1a-i&an&! %*r #&r* cua(ra(*.
[ Franquician& * franquicia(*r
Pr*%i&ari* ( una #arca, un %r*(uc&* * un !r0ici* ( un n*1* V!a-r 1acrV qu %*n &*(*! !&*! $#n&*! a (i!%*!ici"n ( *&ra! %r!*na! %araqu %u(an (u%$icar $ #*($* ( n+*ci*. A(#'!, a%*r&a $a! $icncia!,
%a&n&! !u! )%rincia! (*cu#n&a(a! n $ !c&*r.
[ Franquicia(* * franquicia&ari*
Pr!*na qu rci- ($ franquician&, a ca#-i* ( una c*n&ra%r!&aci"nc*n"#ica, $*! $#n&*! qu c*#%*nn un #*($* ( n+*ci* * !i!&#a una a!i!&ncia c*n&2nua %ara iniciar! n una ac&i0i(a( c*#rcia$ %*r cun&a%r*%ia. E! $ qu a%*r&a $a in0r!i"n !u &ra-a5* a &ra0/! ( $a +!&i"n (irc&a $a )%$*&aci"n ($ n+*ci*.
[ I#a+n c*r%*ra&i0a
E! $ #anua$ ( i(n&i(a( ( $a franquicia a &ra0/! ($ cua$ $ franquician&&ra!$a(a a $*! franquicia(*! $a! carac&r2!&ica! qu c*nf*r#an $a i#a+n ( $an!4a; #arca, $*+*&i%*!, &c/&ra.
[ \n*1*\E$ n*1* * !a-r 1acr ! $ c*n5un&* ( c*n*ci#in&*! %r'c&ic*!a(quiri(*! %*r un franquician&, -a!a(*! n !u )%rincia 0rifica(*! %*r /$.E!& !a-r 1acr (-r' !r !cr&*, !u!&ancia$ i(n&ifica-$.
[ Franquicia Ma!&ra
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M*(a$i(a( ( franquicia qu %r#i& )&n(r una franquicia fura ($ %a2! (*ri+n. E! una r$aci"n qu un a$ franquician& )&ran5r* V%*!(*r ( $a#arcaV c*n una %r!*na f2!ica * 5ur2(ica ($ %a2! ( (!&in*. E!& 3$&i#* ac&3a,%*r un $a(*, c*#* franquicia(* r!%c&* a$ (u4* ( $a #arca , %*r *&r*, c*#*franquician& ( $*! %un&*! ( 0n&a qu ! 0an a-rin(*.
[ R( ( franquicia
La r( ( franquicia ! $ c*n5un&* ( !&a-$ci#in&*! franquicia(*! ( una#i!#a franquicia, n!4a * #arca.
[ Manua$! ( O%raci"n
D*cu#n&*! qu (!cri-n c*n $u5* ( (&a$$! ( #anra !&an(ari=a(a $a%ar& *%ra&i0a ($ n+*ci*, &an&* n $*! a!%c&*! a(#ini!&ra&i0*! c*n&a-$!
c*#* n $ qu ! rfir a$ ru-r* n $ qu ! (!#%4a $a franquicia.C*n&#%$a; ac&i0i(a(! ( %ra%r&ura, *%raci*n!, a(#ini!&raci"n,c*n&a-i$i(a(, #rca(*&cnia, %*$2&ica! ( i#a+n c*r%*ra&i0a, in!&a$aci*n! qui%a#in&*, %*$2&ica! ( rcur!*! 1u#an*!, u&i$i=aci"n ( !*f&ar, #anua$(#%$a(*.
[ Tic& #(i*
Can&i(a( ( c*#%ra #(ia qu !+3n $ !c&*r ! !&a-$c %ara a!+urar $arn&a-i$i(a( ($ !&a-$ci#in&* franquicia(*.
[ Uni(a( %i$*&*
Uni(a(! %r*%i(a( ($ franquician& qu ! u&i$i=an %ara 0rificar $ #*($* (n+*ci* qu (!%u/! ! &ran!#i&ir' a $*! franquicia(*!.
[ Circu$ar ( *fr&a ( $a Franquicia 6COF:Inf*r# !*-r $*! a!%c&*! #'! r$0an&! ( $a franquicia, c*n #a*r (&a$$qu $* qu ! (!cri- n $ (*!!ir ( ca%&aci"n qui0a$n& a $a inf*r#aci"nqu n E!%a4a !&'n *-$i+a(*! a !u#ini!&rar a$ fu&ur* franquicia(* c*n 0in&(2a! ( an&$aci"n a $a fir#a ($ c*n&ra&*. La COF ! *-$i+a&*ria n E!&a(*!Uni(*!, (*n( ! (n*#ina Unif*r# Offrin+ Circu$ar 6UFOC:. Ta#-i/n !u&i$i=a n M/)ic* Qn=u$a.
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[ Su-franquicia(*
S u&i$i=a %ara rfrir! a$ in0r!i*ni!&a qu a(quir $*! (rc1*! ( unafranquicia ( una franquicia #a!&ra.
[ Mu$&ifranquicia(*; %r*%i&ari* ( 0aria! franquicia! $*ca$!.
[ Mu$&ifranquicia(* Ma!&r; %r*%i&ari* ( 0aria! franquicia! #a!&ra!.
[ R*a$&; r+a$2a.
[ Su(* franquicia!; franquicia! qu n* cu#%$n $*! rqui!i&*! #2ni#*! (franquicia-i$i(a(.
[ ]Tnan&Mi); !&u(i* ( *cu%aci"n *r(na(a ( $*! cn&r*! c*#rcia$!.
[ En!4a; #arca ( $a franquicia.
[ Tr*%ica$i=aci"n; a5u!&! ($ %r*(uc&* * !r0ici* qu ! 1acn c*n $a in&nci"n (a(a%&ar$* a$ #rca(* *-5&i0*, inc$u a5u!&! ( i#a+n ( $a franquicia.
98. CONCLUSIONES RECOMENDACIONES
98.9 CONCLUSIONES
[ La franquicia ! un* ( $*! #*($*! ( n+*ci* #a! )i&*!* a ni0$
#un(ia$ n $ !c&*r c*#rci*, -a!a(* 5u!&a#n& n r%$icar $ /)i&*
$*+ra(* %*r $ franquician&.
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[ La franquicia c*n!&i&u un i#%*r&an& #*&*r ( (!arr*$$* c*n"#ic*, a$
faci$i&ar $ acc!* a %qu4*! #(ian*! in0r!i*ni!&a! a n+*ci*! ( /)i&*
c*n un ri!+* #n*r a$ qu &n(r2an !i -u!caran #%rn(r un nu0*
n+*ci*.
[ E$ (!arr*$$* ( $a franquicia n $ Pr3, a3n !&a n una &a%a
inci%in&, c*n %r!ncia ( +ran(! franquicia! in&rnaci*na$!
%rinci%a$#n& n $a ca&+*r2a Ga!&r*n"#ica.
[ La c*n*#2a naci*na$ ! ncun&ra n un #*#n&* %r*%ici* %ara qu !
)%$*& !& #*($* ( n+*ci*.
[ La franquicia %*(r2a !r un #(i* i#%*r&an& %ara f*r#a$i=ar $ c*#rci*naci*na$.
[
La +$*-a$i=aci"n ( $a c*n*#2a $ au#n&* ($ &uri!#* rc%&i0*,fa0*rcn $ (!arr*$$* ($ #*($* ( franquicia!.
[ A$ r%$icar n+*ci*! )i&*!*!, $ #*($* ( franquicia! %r#i& a$
in0r!i*ni!&a rcu%rar !u ca%i&a$ n un %r2*(* ( &i#%* #n*r, (a(* qu
$ n+*ci* ! ncun&ra n una &a%a ($
cic$* ( 0i(a a0an=a(a (*n( a ! !u%r* $ ri!+* inicia$, !&* !r' ra$
!i#%r cuan(* ! 1aa ra$i=a(* un !&u(i* ( #rca(* an&ri*r qu
(#u!&r $a fac&i-i$i(a( ($ n+*ci*.
98.7 RECOMENDACIONES
[ La franquicia ! un #*($* ( n+*ci* i#%*r&an& a &*#ar n
c*n!i(raci"n %ara $ crci#in&* ( n+*ci*! )i&*!*!.
[ E$ (!arr*$$* ( !& #*($* &in qu ir ( $a #an* c*n una $+i!$aci"n
qu $a r!%a$(, una n&i(a( +r#ia$ a+ru%a(*ra una %r*fun(a %r*#*ci"n
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qu %r#i&a 1acr c*n*cr !u! 0n&a5a! a &*(*! $*! %*!i-$! in0r!i*ni!&a!
&an&* n Li#a c*#* n %r*0incia!.
[ La )%*r&aci"n ( franquicia! ! una ra$i(a( aunqu n %qu4a !ca$a
c*n!&i&un ca!*! ( /)i&* qu (-n !r c*n*ci(*! %*r $*! %*&ncia$!
in0r!i*ni!&a!.
[ E! i#%*r&an& crar un #*($* qu rc*5a $*! fac&*r! ( /)i&* qu
%r#i&an $a i#%$an&aci"n (!arr*$$* )i&*!* ($ #*($*.
[ S (-r' %r*#*0r $ (!arr*$$* ( fria! in&rnaci*na$! ( franquicia!,
&an&* n Li#a c*#* n $ in&ri*r ($ %a2! c*n $a in&nci"n ( runir a $*!
franquician&! c*n $*! %*&ncia$! in0r!i*ni!&a!.