publication . Article . 2017

Brazilian franchisor: Entry and operation of internationalized franchise

Aguiar, Helder de Souza; Luppe, Marcos Roberto; Nascimento, Paulo Tromboni de Souza;
Open Access
  • Published: 11 Nov 2017 Journal: Internext, volume 12, page 16 (eissn: 1980-4865, Copyright policy)
  • Publisher: Escola Superior de Propaganda e Marketing (ESPM)
Abstract
This study aimed to compare the entry and operations strategies of franchisors of developed countries into foreign countries with Brazilian counterparts. Were there significant differences? An exploratory study was conducted with 16 international franchisors operating in Brazil and 31 Brazilian franchisors operating abroad. The results show that international franchisors operating abroad prefer to use a subsidiary in the destination country. At the same time, this strategy is little used by Brazilian franchisors, which prefer the strategy of direct franchises. For data collection, 47 directors or managers of the international expansion of Brazilian companies and...
Subjects
free text keywords: Industrial organization, Country of origin, Internationalization, Emerging markets, Data collection, Business, Operation mode, Franchise, Exploratory research, Developed country, Internacionalização de Empresas; Franquias Internacionalizadas; Modo de Entrada em Mercados Internacionais, Franchising; International Operation; Entry Mode; Franchisors; Internationalization., Franquias Internacionalizadas, Franchising, International Operation, Entry Mode, Franchisors, Internationalization., International relations, JZ2-6530, HF5001-6182
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publication . Article . 2017

Brazilian franchisor: Entry and operation of internationalized franchise

Aguiar, Helder de Souza; Luppe, Marcos Roberto; Nascimento, Paulo Tromboni de Souza;