Resumo

RONQUILLO BRIONES, Sixto. Social franchising, an educational alternative for informal trade regulation. Universidad y Sociedad [online]. 2015, vol.7, n.2, pp. 80-86. ISSN 2218-3620.

In recent years, the development of franchise chains has gained worldwide importance as an organizational form and sales mode of a variety of products and/or services. This research presents trade through a social franchising system as a feasible alternative to solve the problem of labor informality generated by retailers who operate in the avenues of Guayaquil, Ecuador. Taking into account that franchises are a way to generate and develop business, as a form of trade, it is useful to develop and implement them with a social approach, so that an organizational and growth strategy can be structured for informal executors who work in this sector of the economy, and basically provide a variety of products to passers-by and private and public transportation users who use the main way of entrance and exit to other provinces in the country.

Palavras-chave : Commerce Franchise; Social Franchise; informal peddlers.

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