Análisis de las estrategias de internacionalización de las franquicias ecuatorianas : caso Naturissimo y Sweet & Coffee.

Abstract

This research was developed with the objective of analyzing the success factors of the internationalization strategies of the Ecuadorian franchises Naturíssimo and Sweet & Coffee, and their impact on their growth and positioning in international markets. In this sense, a descriptive methodology with a qualitative approach was used, involving a documentary review and interviews with experts in international business and cooperation. The results determined that among the success factors that both franchises have managed to forge to expand internationally are the quality of their products, the effective adaptation to local preferences and the active use of social networks. Naturíssimo and Sweet & Coffee have demonstrated the importance of maintaining a consistent value proposition along with the flexibility to adjust to different cultures. In addition, they have prioritized supply chain management and customer satisfaction as key pillars for their success in internationalization.