Os antecedentes e o papel do marketing na internacionalização das redes de franquias brasileiras do setor de vestuário

• Ano de defesa: 2016
• Autor(a) principal: Cantori, Alexandre Degani
• Orientador(a): Rocha, Thelma Valéria
• Banca de defesa: Spers, Eduardo Eugênio , Melo, Pedro Lucas de Resende
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração da ESPM
• Departamento: Gestão Internacional
• País: BR
• Palavras-chave em Português: marketing internacional; estratégia de marketing; gestão internacional; redes de franquias; internacionalização; antecedentes da internacionalização
• Palavras-chave em Inglês: international marketing; marketing strategy; international business; franchising chain; internationalization; internationalization antecedents
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS
• Link de acesso: http://tede2.espm.br/handle/tede/46

The franchise sector in Brazil has grown significantly in recent years. The revenue of companies in the sector reached R $ 115.582 billion in 2013, with growth between 2012 and 2013 of 11.9%, and Brazil is the sixth country in the ranking of number of franchises, with 114,409 franchised units. Nevertheless, only 5% of Brazilian franchises operating abroad. Thus, to investigate and understand the factors that contribute decisively to the internationalization process remains relevant. This dissertation investigates what are the factors that precede the process of internationalization of Brazilian franchises that were successful in the internationalization process. Through descriptive exploratory study seeks to understand the phenomenon of internationalization of Brazilian franchises investigating the drivers of success in international operations. The multi-case study will be conducted in three garment sector companies (Colcci, Hering, Hope), franchising sector responsible for R$9.39 billions in revenue in 2013, with 12,1% growth rate from 2012 to 2013 (ABF, 2013). The garment sector is very representative in terms of quantity of brands international franchising, there are 18 garment brands, behind of Personal Accessories and Foot Wear (19 brands) and Beverages, Coffees, Sweets and Savories (19 brands). The results show that these networks franchises were influenced mainly by the company-level items and industry-level items in the franchise network operates. Each case was characterized by individual events-critical of their experience. The results also show the role of marketing in the internationalization of these companies, each company has its own specifications, but it was found a fundamental role: to partner committed to building the brand in the long term. learn more about the process of internationalization of Brazilian franchises identifying antecedent factors for internationalization and their relative importance. This study generates knowledge about the reality of internationalized Brazilian franchises by identifying the critical-history that influenced the process of internationalization of Brazilian franchises investigated nest multicase study.