International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry

Detalhes bibliográficos
Autor(a) principal: Cantoni, Alexandre Degani
Data de Publicação: 2019
Outros Autores: Rocha, Thelma Valéria, Galhanone, Renata Fernandes, Righetti, Maria Lucia
Tipo de documento: Artigo
Idioma: por
eng
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/14888
Resumo: Objective: This study investigates the antecedents of three Brazilian franchisors internationalization processes in relation to their international marketing strategies. The literature review discusses the theme focusing on adaptation versus standardization of the marketing strategy.Method: A theoretical model is proposed for the empirical investigation including the internal and external internationalization antecedents, the international marketing strategy, and the firms degree of internationalization. A qualitative, exploratory, empirical investigation based on a multiple-case study was conducted with three large Brazilian franchisors in the fashion industry.Relevance: The study highlights the relevance of international branding for the internationalization process as well as the role partners/franchisees play in building and managing brand image abroad.Results: The results show that the most important antecedents in the franchisors internationalization process were at the firm level (company size, resources, and capabilities; brand strength; international orientation, and experience), with special emphasis on the brand as a crucial asset. The international marketing strategies were to both adapt the marketing elements to the needs and characteristics of the host market and centralize strategic decisions to maintain a consistent brand image. This posture follows the semi-global marketing strategy.Theoretical contribution: This study contributes to the knowledge about the factors that influence the decision to internationalize and the international marketing strategies used by Brazilian franchisors abroad. Managerial recommendations are presented for franchisors seeking internationalization.
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spelling International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industryEstratégias de marketing internacional adotadas no processo de internacionalização de franquias: um estudo de caso múltiplo no setor de vestuárioInternational Marketing; Firm Internationalization; Franchising; International Franchising; Marketing Strategy.Estratégia de Marketing Internacional; Internacionalização de Empresas; Franquias; Internacionalização de FranquiasObjective: This study investigates the antecedents of three Brazilian franchisors internationalization processes in relation to their international marketing strategies. The literature review discusses the theme focusing on adaptation versus standardization of the marketing strategy.Method: A theoretical model is proposed for the empirical investigation including the internal and external internationalization antecedents, the international marketing strategy, and the firms degree of internationalization. A qualitative, exploratory, empirical investigation based on a multiple-case study was conducted with three large Brazilian franchisors in the fashion industry.Relevance: The study highlights the relevance of international branding for the internationalization process as well as the role partners/franchisees play in building and managing brand image abroad.Results: The results show that the most important antecedents in the franchisors internationalization process were at the firm level (company size, resources, and capabilities; brand strength; international orientation, and experience), with special emphasis on the brand as a crucial asset. The international marketing strategies were to both adapt the marketing elements to the needs and characteristics of the host market and centralize strategic decisions to maintain a consistent brand image. This posture follows the semi-global marketing strategy.Theoretical contribution: This study contributes to the knowledge about the factors that influence the decision to internationalize and the international marketing strategies used by Brazilian franchisors abroad. Managerial recommendations are presented for franchisors seeking internationalization.Objetivo: Este estudo investiga os antecedentes do processo de internacionalizao de franquias brasileiras, relacionando-os com a estratgia de marketing internacional, com base na adaptao ou padronizao do composto de marketing.Mtodo: A partir da reviso terica, um modelo proposto, englobando os antecedentes da internacionalizao internos e externos empresa, a estratgia de marketing internacional e o grau de internacionalizao da empresa. A investigao emprica baseou-se em estudo de caso mltiplo com trs grandes empresas do setor de vesturio.Relevncia: Ressalta-se a importncia da gesto internacional da marca como ativo que pode ajudar o processo de internacionalizao, bem como o papel dos parceiros/franqueados na construo e gesto da imagem da marca no exterior.Resultados: Os resultados mostram que os antecedentes mais importantes no processo de internacionalizao das franquias pesquisadas pertencem ao nvel da empresa (tamanho, recursos e capacitaes, marca forte, orientao e experincia internacional), com destaque para a marca como importante ativo. As estratgias de marketing internacional empregadas buscam manter o posicionamento da marca padronizado, com adaptao de alguns elementos do composto de marketing s caractersticas e necessidades dos mercados-destino e centralizar as decises estratgicas para manter uma imagem de marca consistente, o que se designa como estratgia de marketing semiglobal.Contribuies tericas: Este estudo contribui para o conhecimento sobre os fatores que influenciam a deciso de internacionalizar e as estratgias de marketing internacional utilizadas por redes de franquias brasileiras no exterior, contemplando tambm recomendaes para redes que desejam se internacionalizar.Universidade Nove de Julho - Uninove2019-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1488810.5585/remark.v18i2.3667ReMark - Revista Brasileira de Marketing; v. 18, n. 2 (2019): (abr./jun.); 19-532177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporenghttps://periodicos.uninove.br/remark/article/view/14888/7112https://periodicos.uninove.br/remark/article/view/14888/7113Direitos autorais 2019 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessCantoni, Alexandre DeganiRocha, Thelma ValériaGalhanone, Renata FernandesRighetti, Maria Lucia2022-01-18T16:26:05Zoai:https://periodicos.uninove.br:article/14888Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T16:26:05REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
Estratégias de marketing internacional adotadas no processo de internacionalização de franquias: um estudo de caso múltiplo no setor de vestuário
title International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
spellingShingle International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
Cantoni, Alexandre Degani
International Marketing; Firm Internationalization; Franchising; International Franchising; Marketing Strategy.
Estratégia de Marketing Internacional; Internacionalização de Empresas; Franquias; Internacionalização de Franquias
title_short International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
title_full International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
title_fullStr International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
title_full_unstemmed International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
title_sort International marketing strategies adopted in the franchise internationalization process: a multiple case study in the apparel industry
author Cantoni, Alexandre Degani
author_facet Cantoni, Alexandre Degani
Rocha, Thelma Valéria
Galhanone, Renata Fernandes
Righetti, Maria Lucia
author_role author
author2 Rocha, Thelma Valéria
Galhanone, Renata Fernandes
Righetti, Maria Lucia
author2_role author
author
author
dc.contributor.author.fl_str_mv Cantoni, Alexandre Degani
Rocha, Thelma Valéria
Galhanone, Renata Fernandes
Righetti, Maria Lucia
dc.subject.por.fl_str_mv International Marketing; Firm Internationalization; Franchising; International Franchising; Marketing Strategy.
Estratégia de Marketing Internacional; Internacionalização de Empresas; Franquias; Internacionalização de Franquias
topic International Marketing; Firm Internationalization; Franchising; International Franchising; Marketing Strategy.
Estratégia de Marketing Internacional; Internacionalização de Empresas; Franquias; Internacionalização de Franquias
description Objective: This study investigates the antecedents of three Brazilian franchisors internationalization processes in relation to their international marketing strategies. The literature review discusses the theme focusing on adaptation versus standardization of the marketing strategy.Method: A theoretical model is proposed for the empirical investigation including the internal and external internationalization antecedents, the international marketing strategy, and the firms degree of internationalization. A qualitative, exploratory, empirical investigation based on a multiple-case study was conducted with three large Brazilian franchisors in the fashion industry.Relevance: The study highlights the relevance of international branding for the internationalization process as well as the role partners/franchisees play in building and managing brand image abroad.Results: The results show that the most important antecedents in the franchisors internationalization process were at the firm level (company size, resources, and capabilities; brand strength; international orientation, and experience), with special emphasis on the brand as a crucial asset. The international marketing strategies were to both adapt the marketing elements to the needs and characteristics of the host market and centralize strategic decisions to maintain a consistent brand image. This posture follows the semi-global marketing strategy.Theoretical contribution: This study contributes to the knowledge about the factors that influence the decision to internationalize and the international marketing strategies used by Brazilian franchisors abroad. Managerial recommendations are presented for franchisors seeking internationalization.
publishDate 2019
dc.date.none.fl_str_mv 2019-04-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/14888
10.5585/remark.v18i2.3667
url https://periodicos.uninove.br/remark/article/view/14888
identifier_str_mv 10.5585/remark.v18i2.3667
dc.language.iso.fl_str_mv por
eng
language por
eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/14888/7112
https://periodicos.uninove.br/remark/article/view/14888/7113
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 18, n. 2 (2019): (abr./jun.); 19-53
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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