Franchising in Brazil: foreign entrants build a presence

Vanessa Pilla Galetti Bretas, Ilan Alon

Research output: Contribution to journalArticlepeer-review


Purpose: The purpose of this paper is to provide an overview of the franchising sector in Brazil and highlight the opportunities and offer strategies for practitioners. It also points out some challenges and gives suggestions to overcome them and thrive in the Brazilian market through the franchising system. Design/methodology/approach: This paper reviews both literature and practical sources providing primary data from interviews conducted with franchising experts from the Brazilian Franchising Association and a consultant company. Findings: International franchisors willing to enter the Brazilian market might face some challenges, such as the language barrier, the complex tax system and the need for local adaptations. Foreign entrants should consider low control entry modes as master franchising and area development agreements, with local partners that know the Brazilian culture, business system and regulations. Originality/value: Brazil presents a great market potential for international franchisors. It counts with an established franchising system and a stable regulatory environment. This paper provides relevant information about the characteristics, opportunities and challenges to operate in the Brazilian market, offering suggestions of strategies and several possibilities to explore different regions, locations and models across the country.

Original languageEnglish
Pages (from-to)374-381
Number of pages8
JournalJournal of Business Strategy
Issue number6
StatePublished - 2020
Externally publishedYes


  • Brazil
  • Emerging markets
  • Franchising
  • International franchising
  • Internationalization
  • Market entry

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Strategy and Management


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