Internationalization of a SME

: the case study of Grupo Fogo de Chão Europa

Abstract

This dissertation, presented as a case study, explores the internationalization of Grupo Fogo de Chão Europa, a group of restaurants, through a comparative study analysis of the expansion process to the Spanish and British markets. The study aims to investigate the main factors that led to internationalization, the strategic decisions made, the entry modes, the adaptation strategies, and how to overcome the challenges of venturing abroad. Drawing from qualitative data collected from company documents, the firm's website, and interviews, the research examines the factors influencing the market selection, entry mode choice, and brands selected. Furthermore, it evaluated the balance between standardization and adaptation strategies to tackle the needs of different markets better while maintaining brand consistency. The case study focused on the importance of networking and how those existing connections helped identify international opportunities and facilitated entry into foreign markets. Moreover, it explores the potential of franchising to accelerate its international growth and the organizational challenges associated with this strategy. Through a comprehensive analysis of the company's internationalization journey, this study significantly contributes to the academic understanding of SMEs' international expansion strategies.

Date of Award	26 Jun 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Cardeal (Supervisor)