Title: Internationalisation and martial arts: the case of Carlson Gracie's Brazilian jiu-jitsu gym

Authors: Heloisa Alexander Fonseca Soares; Renato Dourado Cotta de Mello; Clarice Secches Kogut

Addresses: Instituto COPPEAD de Administração – UFRJ (Brazil), Rua Pascoal Lemme, 355 – Ilha do Fundão, 21941-918 – Rio de Janeiro – RJ, Brazil ' Instituto COPPEAD de Administração – UFRJ (Brazil), Rua Pascoal Lemme, 355 – Ilha do Fundão, 21941-918 – Rio de Janeiro – RJ, Brazil ' Instituto COPPEAD de Administração – UFRJ (Brazil), Rua Pascoal Lemme, 355 – Ilha do Fundão, 21941-918 – Rio de Janeiro – RJ, Brazil

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.

Keywords: internationalisation of firms; service firms; sport-related firms; Brazilian jiu-jitsu; network theory; martial arts.

DOI: 10.1504/IJSMM.2022.128630

International Journal of Sport Management and Marketing, 2022 Vol.22 No.5/6, pp.406 - 426

Accepted: 12 Jan 2022
Published online: 31 Jan 2023 *

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