Internacionalização de Redes de Franquias Brasileiras e o Ambiente Institucional: A Expansão da Chilli Beans Para o Kuwait

Autores

DOI:

https://doi.org/10.18568/internext.v17i2.665

Palavras-chave:

Redes de franquias, Estratégia de internacionalização, Teoria institucional, Ambiente institucional, Oriente Médio

Resumo

Objetivo: Buscou-se compreender como as redes de franquias brasileiras, em sua estratégia de internacionalização, lidam com os aspectos do ambiente institucional político e legal de um país do Oriente Médio, sabendo que as condições que impulsionam a difusão destas redes nem sempre atendem aos perfis mais desejados para expansão internacional, como a proximidade geográfica e cultural, além da existência de legislação que trata diretamente de franquias e da estabilidade política da região.

Método: Utilizou-se da pesquisa qualitativa de natureza explicativa e do estudo de caso único, representado pela rede de franquia brasileira Chilli Beans com operações no Kuwait.

Principais resultados: Identificou-se que mesmo com importantes distâncias institucionais, os aspectos legais são tratados de forma global, os aspectos políticos podem ser atenuados a partir da escolha estratégica do franqueado local e o principal fator de atração e continuidade está em aproveitar as oportunidades de mercado.

Relevância/originalidade: Constatou-se que, apesar de uma rede de franquia operar em um país com grandes distantes institucionais, é possível reduzi-las por meio de estratégias de expansão, tais como, a escolha precisa do franqueado local, o modo de governança que preserve as características do país de destino, ou, até mesmo, um modelo de negócio que facilita transações entre fronteiras.

 Contribuições teóricas: Enriquecer as teorias de internacionalização sob a ótica institucional, especificamente para as dimensões política e legal e, em particular, nas regiões com amplas distâncias institucionais, como o Kuwait em relação ao Brasil.

 Contribuições gerenciais: Subsidiar o franqueador com alternativas estratégicas para a escolha do modo de entrada em países estrangeiros e evidenciar as oportunidades de mercados em ambientes institucionais distintos do brasileiro.

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Biografia do Autor

Rosmary Cardoso Saad, Universidade Paulista e Associação Educacional IBS Américas

Mestre em Adminstração pela Universidade Paulista - UNIP, São Paulo, (Brasil). Programa de Mestrado em Administração – Associação Educacional IBS Américas, São Paulo.

Pedro Lucas de Resende Melo, Universidade Paulista – UNIP, São Paulo, (Brasil). Pontifícia Universidade Católica de São Paulo - PUC, São Paulo, (Brasil).

Doutor em Administração pela Faculdade de Economia, Administração, Contabilidade e Atuária - FEA/USP, São Paulo, (Brasil). Professor Titular do Programa de Pós-Graduação em Administração da Universidade Paulista - PPGA/UNIP. Professor Departamento de Administração da Pontifícia Universidade Católica de São Paulo - PUC, São Paulo.

Victor Ragazzi Isaac, Serviço Nacional de Aprendizagem Comercial – SENAC, Campos do Jordão, (Brasil).

Doutor em Adminisntração pela Escola Superior de Propaganda e Marketing - ESPM, São Paulo, (Brasil).

Angélica Lúcia Carlini, Universidade Paulista – UNIP, São Paulo, (Brasil).

Doutora em Direito pela Universidade Presbiteriana Mackenzie - UPM, São Paulo, (Brasil). Doutora em Educação pela Pontifícia Universidade Católica de São Paulo – PUC, São Paulo.

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Publicado

2022-03-17

Como Citar

Saad, R. C., Melo, P. L. de R., Isaac, V. R., & Carlini, A. L. (2022). Internacionalização de Redes de Franquias Brasileiras e o Ambiente Institucional: A Expansão da Chilli Beans Para o Kuwait. Internext, 17(2), 194–224. https://doi.org/10.18568/internext.v17i2.665

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