Marketing franchises as manifestation of the upper circuit: the capital, an explanatory variable

  • Josefina Di Nucci Instituto de Geografía, Historia y Ciencias Sociales (IGEHCS), CONICET; Centro de Investigaciones Geográficas (CIG), Facultad de Ciencias Humanas, Universidad Nacional del Centro de la Provincia de Buenos Aires.
  • Maia Hiese Instituto de Geografía, Historia y Ciencias Sociales (IGEHCS), CONICET; Centro de Investigaciones Geográficas (CIG), Facultad de Ciencias Humanas, Universidad Nacional del Centro de la Provincia de Buenos Aires.

Keywords:

Franquicias, Circuito superior, Comercio, Empresas

Abstract

Large corporations, belonging to the upper circuit of urban economy, deploy expansion strategies that reconfigure ways of marketing and consumption. They articulate their actions in a banal space made up of actors with different interests, power of imposition and capacities in the use and appropriation of the territory. In the current period, the corporate use of the territory is manifested through the implementation, increasingly notorious, of the franchise system. The particular feature of this system is that it allows the installation of a market of brands that grows independently of the investment of large capitals, once these have gained notoriety in the market. Based on the Theory of Circuits of the Urban Economy (Santos, 1979), we study the characteristics acquired by the variable ‘capital’in the constitution of franchising, based on two indicators: the origin of capital and the relationships between franchisor and franchisee in commercial spaces.

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Author Biographies

Josefina Di Nucci, Instituto de Geografía, Historia y Ciencias Sociales (IGEHCS), CONICET; Centro de Investigaciones Geográficas (CIG), Facultad de Ciencias Humanas, Universidad Nacional del Centro de la Provincia de Buenos Aires.

Dra. en Geografía, Investigadora Adjunta, CONICET. Docente Adjunta, categoría III. Directora del Departamento de Geografía, FCH, UNCPBA.

Maia Hiese, Instituto de Geografía, Historia y Ciencias Sociales (IGEHCS), CONICET; Centro de Investigaciones Geográficas (CIG), Facultad de Ciencias Humanas, Universidad Nacional del Centro de la Provincia de Buenos Aires.

Profesora y Licenciada en Geografía. Becaria doctoral CONICET. Proyecto CONICET: “Uso corporativo del territorio, comercialización y consumo: un estudio del sistema de franquicias en la provincia de Buenos Aires”. Proyecto de Incentivos: “Territorio y ciudades de Argentina, a inicios del siglo XXI”.

Published

2018-10-02

How to Cite

Di Nucci, J., & Hiese, M. (2018). Marketing franchises as manifestation of the upper circuit: the capital, an explanatory variable. Huellas, 22(2), 75–96. Retrieved from https://cerac.unlpam.edu.ar/ojs/index.php/huellas/article/view/3140

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Artículos