FRANCHISING AS A MEANS OF ACHIEVING INTERNATIONALIZATION: RESEARCH PROPOSITIONS FROM A MULTIPLE CASE STUDY OF BRAZILIAN FASHION RETAILERS

FRANCHISING AS A MEANS OF ACHIEVING INTERNATIONALIZATION: RESEARCH PROPOSITIONS FROM A MULTIPLE CASE STUDY OF BRAZILIAN FASHION RETAILERS

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According to Brazilian Franchising Association, the number of Brazilian franchises has grown 300% in the last ten years, but only 3% of Brazilian franchises operate in foreign markets, so the opportunity to internationalization is strong. Aiming to get a better understanding of possible distinctive...

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Bibliographic Details
Main Authors: Victor Manoel Cunha de Almeida, Felipe Mendes Borini, Thiago Cruz Silveira, Ilan Avrichir
Format: Article
Language:English
Published: Universidade Federal do Ceará 2015-12-01
Series:Contextus
Subjects:
Retail internationalization
International franchising
Fashion retail
Multiple-case study
Emerging countries
Online Access:http://www.contextus.ufc.br/2014/index.php/contextus/article/view/608/247

Internet

http://www.contextus.ufc.br/2014/index.php/contextus/article/view/608/247

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