Marketing strategies in the internationalization process of Brazilian franchises

Abstract

Purpose-This paper aimed to analyze the influence of marketing strategies on the internationalization process of Brazilian franchises. The objective was to identify the marketing strategies used by Brazilian franchises during different stages of their internationalization processes and to analyze these strategies according to the Global Marketing Strategy (GMS). Design/methodology/approach-The paper adopted a qualitative research methodology based on three case studies developed in Brazilian franchises in the footwear and apparel sector: two companies with active involvement and one with commitment involvement abroad. Six directors and marketing managers of these companies provided statements regarding the internationalization process and marketing strategies. Findings-The Brazilian franchises are on the path towards standardizing their marketing mix, but they are still a long way from leading their business actions to the four final dimensions of the GMS: concentration and coordination of marketing activities, integration of competitive movements and participation in the global market. Secondly, we performed a comparative analysis of the three case studies considering active and commitment involvement. Originality/value-This study innovates using the GMS to analyze the internationalization processes of Brazilian franchises in different stages, and it emphasizes the dimensions that should be subjects of planning for firms that are preparing to grow their franchising business models abroad.

Redes de Franquias Estrangeiras e Domésticas em um Mercado Emergente: Análise Comparativa

“…Tais resultados agregam à literatura dois importantes pontos. Primeiro, enriquecem os estudos comparativos sobre redes de franquias internacionalizadas (Camargo, Rocha, & Silva, 2016;Elango, 2007;Huszagh et al, 1992;Kalnins, 2005;Kedia et al, 1995;Lafontaine & Kaufmann, 1994;MarizPérez, & García-Álvarez, 2009; M. I. C. Pedro, 2009;Shane, 1996aShane, , 1998, ressaltando a importância de o processo de constituição das franquias ser analisado como um todo, ou seja, considerando em conjunto as três etapas distintas: instalação, manutenção e expansão. Os estudos realizados anteriormente não contemplam esta distinção entre as etapas da constituição das redes de franquias internacionalizadas, limitando-se a comparar a diferença entre grupos de franquias internacionalizadas e domésticas.…”

Brazilian franchisor: Entry and operation of internationalized franchise

“…Table 4 shows that the Brazilian companies in the sample use various methods of operation in their international expansion strategy. This shows that despite the fact that they seek internationalization, they are still in a development stage, as seen In Camargo, Rocha and Silva (2016).…”

“…This paper analyzes if the maturity of the internationalization of the companies changes the way of operating, taking into account that the internationalization of Brazilian franchises is still in an initial stage. The intention is to broaden the discussion of other papers that looked at how the companies operated the strategy in their first internationalization (Burton & Cross, 1995;Aguiar, Consoni, & Bernardes, 2014;Aliouche & Schlentrich, 2011;Camargo, Rocha, & Silva, 2016;Jell-ojobor & Windsperger, 2013;Khauaja & Toledo, 2011;Quinn & Alexander, 2002;Rocha, Borini, & Spers, 2012).…”