Desafios para alinhar as diferenças culturais entre país de origem e o país hospedeiro na implantação de franquias internacionais da Empresa RE/MAX

Abstract

In the current context, the internationalization strategy of companies has highlighted the knowledge and alignment of the cultural aspects of the countries involved in this process as an important factor. Considering this, this research has the general objective of identifying the challenges in aligning cultural differences between the country of origin and the host country when implementing the business of the RE / MAX group company through an international franchise. The methodology used is for quantitative analysis, which in terms of ends is characterized as descriptive and exploratory and in terms of means, as bibliographic and case study. Data collection was carried out by questionnaire, with a structured question script for 41 franchisees of the studied franchising multinational. The main challenges observed in the implementation process were to bring human capital into the business; restructure internal process methods; modify costumes and traditions. The three challenges are directly or indirectly linked to the cultural aspects of each country. It was also found that the biggest cultural discrepancies between the country-of-origin United States and the host country Brazil are based mainly on the operational processes of the franchise, as it was noticed in the research that managers, involved in the strategic sector, are more adept at the culture of the country originating from its international franchise.