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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.
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.