The identification of strategic groups in the Spanish franchising area is the
main aim of this study. The authors have added some new strategic variables (not
used before) to the study and have classified franchisors between sectors and
distribution strategy. The results reveal the existence of four perfectly differentiated
strategic groups (types of franchisors). One of the major implications of this study is
that the variables that build a strategic group vary depending on the respective sector the network operates in and its distribution strategy. This fact indicates that including sector and distribution strategy is absolutely necessary to achieve good classifications of franchisor type