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Brazilian multinationals: internationalization through franchising

Published on May 31, 2021   23 min

A selection of talks on Global Business Management

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0:00
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.
0:39
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.

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Brazilian multinationals: internationalization through franchising

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