THE PROCESS OF INTERNATIONALIZATION OF BRAZILIAN FIRMS: STUDY WITH FRANCHISORS

Authors

  • Daniela Motta Romeiro Khauaja Doutora em Administração pela FEA/USP
  • Geraldo Luciano Toledo Professor do Programa de Doutorado da FEA/USP

DOI:

https://doi.org/10.18568/1980-4865.6142-62

Keywords:

Internacionalização de empresas, modos de entrada, franquia

Abstract

The purpose of this study is to analyze the process of internationalization of Brazilian firms, including the motivations for the internationalization, the modes of entry and the difficulties faced during this process. This research is relevant due to the importance of international management for Brazilian firms at the current global scenario. Firstly, it was developed a theoretical basis and, afterwards, an empirical qualitative and exploratory research was carried out. The data were collected from in depth interviews with the representatives of ten Brazilian franchisors that became international, which are associated to the Brazilian Association of Franchising (ABF), who gave support to the research. The analytical procedure adopted was the content analysis. Franchising was chosen because Brazil is one of the most developed countries in this field and franchising is recognized as an important booster of the globalization process. The interviews were conducted with either the owner of the firm or the marketing or international executive officers. The results of the empirical research show that, although Brazilian firms are late movers, the firms analyzed do not seem handicapped in terms of managerial capacity or technological competences. It is clear, nevertheless, that they are late movers because they have a huge internal market to explore. Adopting a global vision is very important, even if they prefer a gradual approach towards internationalization.

Downloads

Download data is not yet available.

Author Biographies

Daniela Motta Romeiro Khauaja, Doutora em Administração pela FEA/USP

Doutora e Mestre em Administração de Empresas pela Universidade de São Paulo. MBA pela Western International University de Londres. Graduada em Comunicação Social (Publicidade e Propaganda e Jornalismo) pela PUC do Rio de Janeiro. Já atuou nas maiores agências de propaganda do país e em empresas como Brahma, Unilever, Ceras Johnson e Boehringer-Ingelheim como gerente de produtos e gerente de marketing. Atualmente, é consultora,coordenadora e professora de marketing e branding em cursos de pós-graduação e pesquisadora nas áreas de construção, gestão e internacionalização de marcas. Tem participação em livros e diversos artigos publicados nas áreas de marketing, branding e estratégia, além de experiência internacional como estudante e profissional em países da Europa e da América do Norte

Geraldo Luciano Toledo, Professor do Programa de Doutorado da FEA/USP

Possui graduação em Administração pela Universidade de São Paulo (1967), e doutorado em Administração pela Universidade de São Paulo (1973). Atualmente é professor titular do Departamento de Administração da Universidade de São Paulo. Tem experiência na área de Administração, com ênfase em Marketing, e desenvolve pesquisas nos seguintes temas: marketing estrategico, segmentação de mercado, posicionamento, gestão estratégica de marketing, comportamento do consumidor, gestão de marcas, marketing de serviços e marketing empresarial.

Downloads

Published

2012-01-30

How to Cite

Motta Romeiro Khauaja, D., & Toledo, G. L. (2012). THE PROCESS OF INTERNATIONALIZATION OF BRAZILIAN FIRMS: STUDY WITH FRANCHISORS. Internext - International Business and Management Review, 6(1), 42–62. https://doi.org/10.18568/1980-4865.6142-62

Issue

Vol. 6 No. 1 (2011)

Section

Article

License

- The author(s) authorize the publication of the article in the journal;

- The author(s) ensure that the contribution is original and unpublished and is not being evaluated in other journal(s);

- The journal is not responsible for the opinions, ideas and concepts expressed in the texts because they are the sole responsibility of the author(s);

- In case an article will be approved for publication, the author will sign the term of Cession of Copyright to the journal, according to the download form.