Study of brazilian franchises internationalization: challenges and barriers

Abstract

The goal of this study was to analyze brazilian franchises internationalization through a case study, in order to identify the factors that influence internationalization, the adaptations of marketing strategies and main barriers and challenges of brazilian franchises internationalization. A qualitative exploratory research was developed through the case study method. The information was colected via observation and semi-structured interviews with managers in charge of international expansion of two companies. A comparative analysis between obtained data and the theoretical background was made. The results found showed that the studied companies expanded internationally due to external demands and the desire to explore new markets. Changes in marketing strategies were made in different degrees, and communication was the element that suffered greater changes. The main challenge of internationalization found, was to understand local culture and incorporate it into the company’s operations.

Keywords

• Franchises. Internationalization. Marketing Strategy.