Marketing strategies in the internationalization process of Brazilian franchises

This paper analyses the internationalization process of Brazilian franchises with a focus on the marketing strategies franchises use during this process. The aim is to identify the marketing strategies used by Brazilian franchises during the initial stages of their internationalization processes, and to analyse these strategies according to the Global Marketing Strategy (GMS) theory proposed by Zou and Cavusgil (2002). This is the theoretical framework that will be relied upon to study the internationalization process of Brazilian franchises. The method used for empirical research was multiple case study and analysis of three Brazilian franchises in the footwear and apparel sector. Representatives of these companies provided statements on the internationalization process of the franchises. Results show that Brazilian franchises are on the path towards standardizing their marketing mix, but are still a long way from leading their business actions to the four last dimensions of the GMS: concentration and coordination of marketing activities, integration of competitive movements and participation in the global market. This study innovates by using the GMS to analyse the internationalization process of Brazilian franchises and it sheds light to dimensions that should be subject to planning by firms that are planning to internationalize their franchising business models.