Internacionalização

: modo de entrada em Portugal em regime de Franchising: estudo de caso RE/MAX®

Abstract

The reduction of barriers preventing the entry of people and business in new countries led to the expansion of markets at a global level, , becoming today a major factor for some companies to adopt internationalization strategies for their products and services, facing the increasing stagnation in domestic markets where they exclusively operate. One of the strategies that enterprises could follow is the internalization of the business model throught franchising, in which the franchisor provides know-how and strength of a company already implemented in different markets to a local entrepreneur, taking advantage of their knowledge to accomplish a more effective implementation. This condition will eventually translate into an essential aspect to increase the retailer brand and enhance its reputation. As the Portuguese market is characterized by the absence of entry barriers for foreign companies, the enterprises have conditions and space to grow, allowing to find consumers who favor the price factor, especially when combined with credibility. The final goal of this thesis is to study the aforementioned entry mode with particular focus on the study of RE/MAX® Portugal brand, which is a recognized Portuguese case-study which internationalized following this business model. Nowadays, RE/MAX® has an active presence in more than 65 countries, with approximately more than 7,000 stores opened. The evolution of the company since it purchased the exploitation rights will be analised as well as the conditions that allowed this company to be a success case. The company’s progress will be reviewed, since the rights were bought in order to exploit the brand in Portugal, and all variables imposed by franchising contracts, comparing that one with those which are practiced in other european countries and finally, the importance of the relationship between franchisor and Franchisee for the Franchising success. The RE/MAX® Portugal brand case study may be a valuable example about how other international companies may implement this entry mode in Portugal, using the Franchising business model, in order to understand how they implement a properly already proven strategy, although always conditioned to the characteristics of the activity that each company operates.

Date of Award	2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)