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Casos de Ensino/ Gestão: Brazil Fast Food Corporation: Internacionalização da Rede Bob’s

Author(s): Benjamim Cordeiro Herdy Junior | Angela da Rocha | Renato Cotta de Mello

Journal: TAC : Tecnologias de Administração e Contabilidade
ISSN 2236-0263

Volume: 3;
Issue: 1;
Start page: 16;
Date: 2013;
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Keywords: internationalization | fast-food | Brazil.

This case aims to achieve the following educational goals: (a) to understand the internationalization process of a service firm from the fast-food industry, using both economic and behavioral internationalization theories; (b) to analyze and evaluate the risks and problems associated with the internationalization process; (c) to discuss international franchise systems and their adequacy or inadequacy for achieving corporate goals relative to internationalization. The case presents the evolution of a fast-food chain and the first steps of its internationalization process. It describes how top managers of the Brazil Fast Food Corporation, the holding company of Bob’s fast-food chain, contemplated whether or not to extend the firm’s internationalization process. Other issues include partner selection and preparations for entering a foreign market. The case can be used in graduate and certificate programs that discuss international management, specifically international franchising. It can also be used to train government officials and in workshops to discuss problems and solutions firms encounter in their internationalization processes. The case is based solely on secondary sources.

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