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The research sought to identify the transfer mechanisms of technology that are most used by franchises of differentiated segments franchises and the absorptive capacity of the knowledge transferred. For the collect and analyze the data, the quantitative approach was used, through the application of questionnaires to 37 franchises and the data treatment was given through Cluster and Exploratory Factor Analysis. The main results show that the e-mail appears as the most usual way in the relationship between franchisor and franchisee, as well as other mechanisms of low degree of information richness, such as manuals, reports, database and normative instructions. From the use of such mechanisms, the franchisee can adjust to the standards determined by the franchisor, which means that the transfer of technology can be effective in the franchises surveyed. It has also verified that the absorption capacity of knowledge is satisfactory, due to organizational capacity and the efficient use of technology transfer mechanisms.

MECANISMOS DE TRANSFERÊNCIA DE TECNOLOGIA EM FRANQUIAS EMPRESARIAIS EA CAPACIDADE DE ABSORÇÃO