Programa de treinamentos para franqueados como estratégia competitiva: um estudo de caso de uma empresa do setor odontológico

Abstract

Currently, the franchise business model has been proving to be an increasingly profitable venture as it promotes flexibility and growth in the distribution of its products and services. In this context, Corporate Education and Knowledge Management are key concepts for disseminating information and knowledge among franchisees in order to gain competitive advantages while maintaining or improving the performance standards of the entire franchise network. In this regard, the following work aims to present the structure of a Training Program used by a dental implant franchise as a means of promoting competitive advantage. To achieve this, a case study methodology was employed. From the obtained results, it was found that the Training Program brings several benefits, including ensuring a high-performance standard, providing cost savings for the company, and mitigating the impact of employee turnover. In fact, the participants expressed 100% satisfaction with the didactic and pedagogical organization of the program, as well as with the knowledge acquisition associated with the franchise's performance.