FRANCHISING AS A MEANS OF ACHIEVING INTERNATIONALIZATION: RESEARCH PROPOSITIONS FROM A MULTIPLE CASE STUDY OF BRAZILIAN FASHION RETAILERS
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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal do Ceará
2015-12-01
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| Series: | Contextus |
| Subjects: | |
| Online Access: | http://www.periodicos.ufc.br/contextus/article/view/32247 |