Authors: Elenise Rocha; Giancarlo Pereira; Miguel Afonso Sellitto; Miriam Borchardt
This case study investigates the use of videos on the Internet by a Brazilian industry that produces customized furniture (franchisor). The videos were used to train franchised stores on technical and marketing topics. A total of 24 major franchisees of the company (50% of total franchisees) were interviewed on multiple case studies. The findings suggest that the videos did not stimulate the creation and sharing of new knowledge among the stores (even among non-competing dealers who are geographically distant). However, these videos significantly increased the sharing and generation of knowledge within individual stores. This sharing took place in informal meetings focused on analysis of the videos. The managers reported that these meetings led to the implementation of many changes within the individual stores. Franchisor reported having earned significant gains with the release of the videos. After the program was implemented, franchisees´ sales increased and operational training costs declined, but video producing costs were higher than the printed books that the franchisor used to release. Customer ratings revealed a significant improvement in the services provided by the franchisees.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)