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Hello, my name is Vanessa Bretas.
I am an international business researcher at the School of Advertising and Marketing
(ESPN) in Brazil, and at the University of Adger in Norway.
I'm a specialist in franchising, with six years of experience
working as the research department manager at the Brazilian Franchising Association.
I'm also a co-author in a book series about the internationalization of Brazilian franchisors.
Today, I'll talk about Brazilian multinationals, and internationalization through franchising.
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This presentation will cover the main aspects, characteristics and entry strategies of
Brazilian multinationals, with a focus on franchising as an entry mode abroad.
The case of a Brazilian franchise international expansion will also be presented.
This talk is divided into seven sections.
After the introduction, I will discuss internationalization waves, and how
emerging and developing countries' multinationals operate within them.
In the third section, I will present some characteristics, and evolution, of the Brazilian multinationals.
After that, I will talk about main equity and non-equity foreign entry modes.
In the fifth section, the main international franchising governance
modes are discussed, and in the last two sections I will present the main
aspects of the internationalization of a Brazilian franchisor, iGUi, a manufacturer of swimming pools.
First, I would like to introduce the idea of internationalization waves.
