As influências da seleção de parceiros e dos relacionamentos na dinâmica de expansão internacional : um estudo de caso múltiplo em redes de franquias

• Ano de defesa: 2016
• Autor(a) principal: Bretas, Vanessa
• Orientador(a): Rocha, Thelma
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Administração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: gestão internacional; marketing internacional; franchising internacional
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/233

This research investigates the influences of partner selection and relationships on the international expansion dynamics of the franchise chains. It relied on studies about the firm’s internationalization in a behavioral perspective and the topic is analysed in developing and emerging markets. It also covers the entry modes in international markets, the stage model of franchises internationalization, governance modes of franchise chains in international markets and international partner selection. Through a qualitative methodology with a multiple case study method, based on ten in-depth interviews with company managers and specialists, three case studies were developed comparing the internationalization strategies adopted by franchise chains. The results showed that partner selection and relationships influences the governance mode choice, and relationships are the main influence factor in opportunistic approach. In addition, an integrative model is proposed based on Merrilees (2014), in which the relations established between partner selection, relationships and governance modes are reviewed. The study fills a theoretical gap in discussing this issues in emerging markets, pointing the differences between mature and emerging markets in international franchising. As managerial contribution, this work can help franchise chains in decisions related to international expansion. The proposed model suggests that franchise chains should consider relationships and local partners to build arrangements and more complex combinations of governance modes in foreign markets, identifying opportunities consistent with their strategy.