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Brazilian multinationals: internationalization through franchising
Published on May 31, 2021 23 min
Other Talks in the Series: Emerging Market Multinationals
Russian multinationals and the role of government
- Prof. Andrei Panibratov
- St. Petersburg State University, Russia
- Ms. Massiel C. Henríquez Parodi
- University of Udine, Italy and University of Agder, Norway
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.