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Redes de Franquia Brasileiras Internacionalizadas: Evolução do Método de Entrada no Exterior

2014; UNIVERSIDADE NOVE DE JULHO; Volume: 13; Issue: 01 Linguagem: Inglês

10.5585/riae.v13i1.1985

ISSN

2176-0756

Autores

Helder de Souza Aguiar, Flávia Luciane Consoni, Roberto Carlos Bernardes,

Tópico(s)

Franchising Strategies and Performance

Resumo

This study examines the methods of entry of Brazilian franchises during the decision of internationalization of operations. Based on a multi-case study in 2012, face-to-face interviews were conducted with 21 internationalized franchise chains. The results suggest that Brazilian franchise chains have modified the method of entry into international markets in recent years. The predominant strategy from 2008 was franchising activities from Brazil. The role of the foreign agent has been essential to lead the Brazilian franching brand abroad.

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