I discussed this in a soc.history.what-if post some years ago:
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Recently I was reading Stanley Payne's *A History of Fascism 1914-1945* and became intrigued by the question of what would have happened had Jose Antonio Primo de Rivera (son of Miguel Primo de Rivera, Spanish dictator of the 1920's) not been killed in 1936.
Jose Antonio was founder (in 1933) of the Spanish Falange. In its original form, this was a self-described fascist organization, though Jose Antonio stopped using the word fascist before the end of 1934 and the word totalitarian before the end of 1935--in fact he would sometimes refer to rightist conspirators as "fascist windbags" (fascistas llenos de viento). The 17 Point Program of the Falangists (1934) called for a "national syndicalist" state, where, although most property was to remain in private hands, banking and credit facilities were to be nationalized, and large landed estates expropriated and divided. According to Payne, Jose Antonio seemed to be moving in a "leftward" direction by 1935, and criticized Italian fascism as too conservative and capitalistic.
The Falange of the Franco era was really a quite different animal from the original Falange. It was more or less a catchall party of the Right--and the core Falangists or "camesas viejas" ("old shirts") played only a small role in the new state. It is hard for me to imagine Jose Antonio just standing by and allowing his organization to be transformed in this way, so perhaps if he had lived there would have been serious conflict within the Nationalist camp. After all, if he thought Mussolini was too conservative and capitalistic, this would seem to apply still more strongly to Franco
https://groups.google.com/d/msg/soc.history.what-if/GNCcEm7fsKE/zUC1DP-eEIAJ