Internationalisation and martial arts: the case of Carlson Gracie's Brazilian jiu-jitsu gym Online publication date: Tue, 31-Jan-2023
by Heloisa Alexander Fonseca Soares; Renato Dourado Cotta de Mello; Clarice Secches Kogut
International Journal of Sport Management and Marketing (IJSMM), Vol. 22, No. 5/6, 2022
Abstract: This study analyses the internationalisation process of Carlson Gracie's Brazilian jiu-jitsu gym from the perspective of behavioural theories of internationalisation applied to services. Using the case study method, it sought to understand the drivers of internationalisation, factors influencing internationalisation, market selection process, and mode of entry to assess the explanatory power of such theories. With this empirical, unique, and interesting case, we hope to contribute, both academically and managerially, by corroborating the important link between the network theory of internationalisation, international entrepreneurship, and the soft services literature. Our findings indicate that forming and exploring entrepreneurial international network relationships can be an essential component for developing a soft embodied-person services abroad, and defining market selection and entry modes.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook