Marketing strategies in the internationalization process of Brazilian franchises

Detalhes bibliográficos
Autor(a) principal: Camargo, Maria Adriana de A. P.
Data de Publicação: 2016
Outros Autores: Rocha, Thelma Valéria, Silva, Susana Costa e
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/2804
Resumo: Purpose – This paper aimed to analyze the influence of marketingstrategies on the internationalization process of Brazilian franchises.The objective was to identify the marketing strategies used by Brazilianfranchises during different stages of their internationalization processesand to analyze these strategies according to the Global MarketingStrategy (GMS).Design/methodology/approach – The paper adopted a qualitativeresearch methodology based on three case studies developed in Brazilianfranchises in the footwear and apparel sector: two companies withactive involvement and one with commitment involvement abroad.Six directors and marketing managers of these companies providedstatements regarding the internationalization process and marketingstrategies.Findings – The Brazilian franchises are on the path towardsstandardizing their marketing mix, but they are still a long way fromleading their business actions to the four final dimensions of the GMS:concentration and coordination of marketing activities, integrationof competitive movements and participation in the global market.Secondly, we performed a comparative analysis of the three case studiesconsidering active and commitment involvement.Originality/value – This study innovates using the GMS to analyzethe internationalization processes of Brazilian franchises in differentstages, and it emphasizes the dimensions that should be subjects ofplanning for firms that are preparing to grow their franchising businessmodels abroad.
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spelling Marketing strategies in the internationalization process of Brazilian franchisesLas estrategias de marketing en el proceso de internacionalización de las franquicias brasileñasEstratégias de marketing no processo de internacionalização de franquias brasileirasinternational marketing. international franchising. global marketing strategy. franchises. Brazilian franchises.Marketing internacional. estratégia de marketing global. franchising internacional. franquias brasileiras. franquias.Purpose – This paper aimed to analyze the influence of marketingstrategies on the internationalization process of Brazilian franchises.The objective was to identify the marketing strategies used by Brazilianfranchises during different stages of their internationalization processesand to analyze these strategies according to the Global MarketingStrategy (GMS).Design/methodology/approach – The paper adopted a qualitativeresearch methodology based on three case studies developed in Brazilianfranchises in the footwear and apparel sector: two companies withactive involvement and one with commitment involvement abroad.Six directors and marketing managers of these companies providedstatements regarding the internationalization process and marketingstrategies.Findings – The Brazilian franchises are on the path towardsstandardizing their marketing mix, but they are still a long way fromleading their business actions to the four final dimensions of the GMS:concentration and coordination of marketing activities, integrationof competitive movements and participation in the global market.Secondly, we performed a comparative analysis of the three case studiesconsidering active and commitment involvement.Originality/value – This study innovates using the GMS to analyzethe internationalization processes of Brazilian franchises in differentstages, and it emphasizes the dimensions that should be subjects ofplanning for firms that are preparing to grow their franchising businessmodels abroad.Objetivo – Analisar a influência das estratégias de marketing sobre oprocesso de internacionalização das franquias brasileiras considerandoos diferentes estágios que estas se encontram na atuação internacional.Metodologia – Pesquisa qualitativa, de caráter exploratório, sendodesenvolvidos três estudos de caso com redes de franquias brasileirasdo segmento de calçados e vestuário: duas empresas com participaçãoativa e uma com alto envolvimento no exterior. Seis diretores e gerentesde marketing dessas empresas foram entrevistados.Resultados – Verifica-se que as redes de franquias entrevistadas praticama padronização do seu marketing mix, mas possuem menor preocupaçãocom as atividades de coordenação, concentração e integraçãodos movimentos de marketing.Contribuições – Recomendações para gestores em diferentes estágiosde internacionalização e um conjunto de sugestões para futuras pesquisassobre o uso das estratégias de marketing e marcas em mercadosemergentes.FECAP2016-10-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/280410.7819/rbgn.v18i62.2804Review of Business Management; Vol. 18 No. 62 (2016); 570-592RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 62 (2016); 570-592RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 62 (2016); 570-5921983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/2804/pdf_2https://rbgn.fecap.br/RBGN/article/view/2804/pdfCopyright (c) 2016 Review of Business Managementinfo:eu-repo/semantics/openAccessCamargo, Maria Adriana de A. P.Rocha, Thelma ValériaSilva, Susana Costa e2021-07-21T16:24:47Zoai:ojs.emnuvens.com.br:article/2804Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:24:47Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv Marketing strategies in the internationalization process of Brazilian franchises
Las estrategias de marketing en el proceso de internacionalización de las franquicias brasileñas
Estratégias de marketing no processo de internacionalização de franquias brasileiras
title Marketing strategies in the internationalization process of Brazilian franchises
spellingShingle Marketing strategies in the internationalization process of Brazilian franchises
Camargo, Maria Adriana de A. P.
international marketing. international franchising. global marketing strategy. franchises. Brazilian franchises.
Marketing internacional. estratégia de marketing global. franchising internacional. franquias brasileiras. franquias.
title_short Marketing strategies in the internationalization process of Brazilian franchises
title_full Marketing strategies in the internationalization process of Brazilian franchises
title_fullStr Marketing strategies in the internationalization process of Brazilian franchises
title_full_unstemmed Marketing strategies in the internationalization process of Brazilian franchises
title_sort Marketing strategies in the internationalization process of Brazilian franchises
author Camargo, Maria Adriana de A. P.
author_facet Camargo, Maria Adriana de A. P.
Rocha, Thelma Valéria
Silva, Susana Costa e
author_role author
author2 Rocha, Thelma Valéria
Silva, Susana Costa e
author2_role author
author
dc.contributor.author.fl_str_mv Camargo, Maria Adriana de A. P.
Rocha, Thelma Valéria
Silva, Susana Costa e
dc.subject.por.fl_str_mv international marketing. international franchising. global marketing strategy. franchises. Brazilian franchises.
Marketing internacional. estratégia de marketing global. franchising internacional. franquias brasileiras. franquias.
topic international marketing. international franchising. global marketing strategy. franchises. Brazilian franchises.
Marketing internacional. estratégia de marketing global. franchising internacional. franquias brasileiras. franquias.
description Purpose – This paper aimed to analyze the influence of marketingstrategies on the internationalization process of Brazilian franchises.The objective was to identify the marketing strategies used by Brazilianfranchises during different stages of their internationalization processesand to analyze these strategies according to the Global MarketingStrategy (GMS).Design/methodology/approach – The paper adopted a qualitativeresearch methodology based on three case studies developed in Brazilianfranchises in the footwear and apparel sector: two companies withactive involvement and one with commitment involvement abroad.Six directors and marketing managers of these companies providedstatements regarding the internationalization process and marketingstrategies.Findings – The Brazilian franchises are on the path towardsstandardizing their marketing mix, but they are still a long way fromleading their business actions to the four final dimensions of the GMS:concentration and coordination of marketing activities, integrationof competitive movements and participation in the global market.Secondly, we performed a comparative analysis of the three case studiesconsidering active and commitment involvement.Originality/value – This study innovates using the GMS to analyzethe internationalization processes of Brazilian franchises in differentstages, and it emphasizes the dimensions that should be subjects ofplanning for firms that are preparing to grow their franchising businessmodels abroad.
publishDate 2016
dc.date.none.fl_str_mv 2016-10-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por pares
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dc.identifier.uri.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/2804
10.7819/rbgn.v18i62.2804
url https://rbgn.fecap.br/RBGN/article/view/2804
identifier_str_mv 10.7819/rbgn.v18i62.2804
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/2804/pdf_2
https://rbgn.fecap.br/RBGN/article/view/2804/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2016 Review of Business Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Review of Business Management
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FECAP
publisher.none.fl_str_mv FECAP
dc.source.none.fl_str_mv Review of Business Management; Vol. 18 No. 62 (2016); 570-592
RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 62 (2016); 570-592
RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 62 (2016); 570-592
1983-0807
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reponame_str Revista Brasileira de Gestão de Negócios (Online)
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