Internacionalização de franquias e o ambiente institucional em mercados emergentes: o caso da Tea Shop no Brasil

Abstract

This dissertation is a wok of correlation and verification between theories of internationalization of franchises and the institutional environment derived from a successful case of internationalization, implemented in Brazil. The study was conducted through a case study of a Spanish network of high-quality teas, Tea Shop, which implemented its internationalization in Brazil in 2013.Nowadays Brazil represents over 35% of Teashop outlets, with over 40% annual gross income coming from Brazil, being the firm´s greatest success of internationalization. The case study describes the internationalization process of Teashop, by a series of four interviews conducted with the firm’s local partners and executives that implemented the internationalization strategy in Brazil. Through these interviews, it was possible to identify the converging points between the internationalization´s strategy of Teashop and the previous studies of the internationalization theory. That way, it was possible to elaborate a list of guidelines for European franchise chains internationalizing to Brazil. The main results from this dissertation were the contextualization of the Brazilian franchising institutional environment and the selection of the most relevant international business theories that those executives applied toward the successful internationalization to Brazil, by which it was designed a guideline companies that are looking for empirical knowledge of international management in emergent economies.