CRISIS MANAGEMENT IN A COLLECTIVISTIC COUNTRY DURING THE COVID-19 PANDEMIC/ GESTAO DE CRISE NO SETOR DE FRANQUIAS BRASILEIRO DURANTE A PANDEMIA DE COVID-19

Objective: The article alms to analyze crisis management In the franchising sector of a collectivistic country during the Covid-19 crisis. Method: The empirical research, using qualitative exploratory methods, was based on three In-depth Interviews with franchising sector stakeholders, In addition to the thematic analysis of six webinars promoted by the ABF from April 15 to 28, 2020. According to Hofstede's country rating system, data collection took place In Brazil, a highly collectivistic country. Findings: Findings show that franchise chains had to rethink their relationships with various stakeholders such as customers, employees, suppliers, and the government, as collectivistic countries are more likely to value a brand's approach to society In times of crisis. Moreover, franchisors developed alternative sales channels such as websites, and social media, among others. Additionally, what sustained those companies during the crisis was their connection with their purpose. Relevance: This study presents contributions to other companies In similar cultural settings by exploring the actions taken by the franchise chains during the crisis and Identifying the best practices and paths taken by a collectivistic country. Contribution: This article contributes to Investigations of the effects of the Covid-19 public health crisis In the franchising sector, one of the most relevant economic sectors, In a collectivistic country. Thus, It adds to existing franchising literature by associating a cultural trait with crisis management. Keywords: franchising crisis management covid-19 collectivistic country Objetivo: O objetivo do artigo e analisar os efeitos da pandemia de Covid-19 no setor de franquias brasileiro e identificar as principais estrategias adotadas pelas empresas para mitigar os impactos negativos da crise. Metodo: A pesquisa empirica, utilizando metodos exploratorios qualitativos, foi baseada em tres entrevistas em profundidade com stakeholders do setor de franquias, alem da analise tematica de seis webinars promovidos pela ABF de 15 a 28 de abril de 2020. Resultados: Os resultados mostram que as redes de franquias tiveram que repensar seus relacionamentos com varios stakeholders, como clientes, funcionarios, fornecedores e governo. Alem disso, os franqueadores desenvolveram canais alternativos de venda como sites, redes sociais, entre outros. Alem disso, o que sustentou essas empresas durante a crise foi sua conexao com seu proposito. Relevancia: Este es