Franchising Internationalization: mapping the presence of brazilian chains abroad / Internacionalização de franquias: um mapeamento sobre a presença de redes brasileiras no exterior

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

The internationalization of companies is very important to the development of a country. Although this is a process of small ratios in Brazil, it is increasing. Amongst the companies which are expanding overseas, there are the franchising ones. Brazil is one of the three biggest world-wide markets of franchising, which has the particularity of being composed, predominantly, by national companies. The objective of this study was to characterize internationalization of brazilian franchisors. As it is a recent phenomenon, it is devoid of researches. It was opted to accomplish an exploratory quantitative study, which allowed to identify the profile of national franchising companies that operate overseas, the organizational characteristics associated to internationalization, the motives, destinations and methods of entrance, as well as the barriers that inhibit the internationalization of others companies. Techniques of descriptive, multivariate and nonparametric statistics were used. The results demonstrated that number of stores, experience with franchising and geographic dispersion in the domestic market are factors that have impact on the attitude towards internationalization. It was also possible to observe a pro-active position of companies that had internationalized, being Mexico and Portugal the preferred destinations and master-franchising the most used method. The main barriers to internationalization were lack of knowledge about the international market and difficulties to operate overseas and to control the franchisees. It is also important to mention that companies that operate only in the domestic market gave much more importance to barriers than internationalized ones. It is expected the conclusions can help the development of franchising companies operating overseas and stimulate the expansion of many others.

ASSUNTO(S)

retailing. negócios internacionais internacionalização de franquias franchising franchising internationalization franchising international business varejo.

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