文章基本信息

标题：INTERNACIONALIZAÇÃO POR MEIO DE FRANQUIAS: PROPOSIÇÕES DE PESQUISA A PARTIR DE ESTUDO DE CASOS MÚLTIPLOS DE VAREJISTAS BRASILEIROS DE MODA
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作者：Victor Manoel Cunha de Almeida ; Felipe Mendes Borini ; Thiago Cruz Silveira 等
期刊名称：Contextus
印刷版ISSN：1678-2089
电子版ISSN：2178-9258
出版年度：2015
卷号：13
期号：3
页码：57-80
语种：English
出版社：Universidade Federal do Ceará
摘要：According to Brazilian Franchising Association, the number of Brazilian franchises has grown 300% in the last ten years, but only 3% of Brazilian franchises operate in foreign markets, so the opportunity to internationalization is strong. Aiming to get a better understanding of possible distinctive features of Brazilian retail internationalization, this paper explores the determinants of franchising as the choice of internationalization entry mode by Brazilian’s firms in the fashion apparel sector. The multiple-case study was the approach used. The study resulted in eleven research propositions. Results show that government or trade organizations support, geographic distance, political and economic risk may not be determinant to internationalization. However cultural proximity and relationship with local partners can be determinant to internationalization. Moreover, brands that cater to a very specific segment and that their value proposition is closely linked to intangible factors may face problems in expanding to culturally distant international environments. DOI: http://dx.doi.org/10.19094/608
关键词：Retail internationalization. International franchising. Fashion retail. Multiple-case study. Emerging countries.;Internacionalización de la venta al detalle / minorista. Franquicia internacional. El sector minorista de la moda. Estudio de múltiples casos. Países emergentes.;Internacionalização do varejo. Franquia internacional. Varejo de moda. Estudo de casos múltiplos. Países emergentes.