Estratégias para a internacionalização das franquias brasileiras no setor alimenticio
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Tipo
TCC
Data de publicação
2022-12-08
Periódico
Citações (Scopus)
Autores
Scibarauskas, Luis Felipe Reis
Silva, Davi Casemiro
Iso, William Shinji
Cardoso, Pedro de Luca
Silva, Davi Casemiro
Iso, William Shinji
Cardoso, Pedro de Luca
Orientador
Mendes, Zilda
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Resumo
O objetivo desse trabalho é analisar o processo de internacionalização das franquias brasileiras no setor alimentício. Foi realizada uma revisão da literatura sobre Internacionalização e Franchising. Trata-se de uma pesquisa qualitativa do tipo estudo de casos múltiplos envolvendo três franquias brasileiras. A internacionalização de franquias ainda é um modo de entrada no exterior pouco explorado, porém vem apresentando um crescimento significativo recentemente. O Brasil é o terceiro maior mercado mundial de franquias. Para a análise, foram selecionadas as franquias: Spoleto, Oakberry e Giraffas como sujeitos da pesquisa. Os dados foram coletados por meio de análise dos artigos e de sites. Foi constatado durante o estudo que o principal fator que motiva as franquias brasileiras a investirem no mercado externo é o aumento do valor da marca pela presença internacional. Pode-se verificar que as principais barreiras para processo de internacionalização se encontram no âmbito cultural e geográfico, que causam um receio para as franquias no processo de expansão, muitas vezes por medo de se arriscar e não obter sucesso, devido às dificuldades de custos, organização e os riscos políticos e econômicos.
The objective of this work is to analyze the process of internationalization of Brazilian franchises in the food sector. A review of the literature on Internationalization and Franchising was carried out. This is qualified research of the type of suspected case study. The internationalization of franchises is still a little explored way of entering abroad, but it has been showing significant growth recently. Brazil is the third largest franchise market in the world. For analysis, the following franchises were selected: Spoleto, Oakberry and Giraffas as research subjects. Data was analyzed through articles and websites. It was found during the study that the main factor that motivates Brazilian franchises to invest in the foreign market is the increase in the value of the brand due to its international presence. It can be seen how the main separation processes are in the tone of cultural and geographic separation, which cause an error for franchises in the expansion process, often for fear of taking risks and brain getting, due to international risks and risks. political and economic.
The objective of this work is to analyze the process of internationalization of Brazilian franchises in the food sector. A review of the literature on Internationalization and Franchising was carried out. This is qualified research of the type of suspected case study. The internationalization of franchises is still a little explored way of entering abroad, but it has been showing significant growth recently. Brazil is the third largest franchise market in the world. For analysis, the following franchises were selected: Spoleto, Oakberry and Giraffas as research subjects. Data was analyzed through articles and websites. It was found during the study that the main factor that motivates Brazilian franchises to invest in the foreign market is the increase in the value of the brand due to its international presence. It can be seen how the main separation processes are in the tone of cultural and geographic separation, which cause an error for franchises in the expansion process, often for fear of taking risks and brain getting, due to international risks and risks. political and economic.
Descrição
Palavras-chave
internacionalização , franquias brasileiras , setor alimentício , barreiras internacionais , internationalization , brazilian franchising , food sector , international barriers