Vanessa P. G. Bretas is Assistant Professor in Management at the J.E. Cairnes School of Business & Economics, University of Galway (Ireland). She holds a Ph.D. from University of Agder (Norway). Vanessa's research focused on global strategy, international business, and entrepreneurship. Her research has been published in journals such as the Journal of International Management and the Journal of Business Research. She has co-authored a book series on the internationalization of franchise chains and a book chapter on the impacts of Covid-19 on international business. Her research interests are international entry strategies, entrepreneurship growth and scaling . Prior to joining University of Galway, Vanessa was a faculty member at Dublin City University and held a post-doctoral scholarship at the University of Galway. She is also a member of the Centre for Entrepreneurial Growth and Scaling (CEGS) at the University of Galway. She is National Representative for Ireland for EIBA 2024-202
EDUCATION
Ph.D., Business Administration at University of Agder, Kristiansand, Norway (2021) and Ph.D., Business Administration at ESPM, São Paulo, Brazil (2020).
RESEARCH, TEACHING, or OTHER INTERESTS
Strategy and Management, Business and International Management
13
Scopus Publications
754
Scholar Citations
11
Scholar h-index
11
Scholar i10-index
Scopus Publications
Networks for scaling businesses: Accessing international support webs for critical support resources Vanessa P.G. Bretas, Esther Tippmann, Jonathan Levie Journal of World Business, 2025 Entrepreneurial ventures benefit from breaking out of structural localism to access external supports as they scale their businesses. However, there is limited theory development on how internationally scaling businesses access external supports. By adopting an entrepreneurial network perspective to study the support system for internationally scaling businesses located in Ireland, we identify an international support web accessed through network mechanisms that break out of structural localism. This study contributes to international entrepreneurship by elaborating on network mechanisms for scaling businesses, in contrast with early and rapidly internationalizing ventures and mature multinational enterprises. It also contributes to international connectivity research by detailing micro-processes for cross-border resource flows.
Determinants of human-machine interaction technology usage: An automated machine learning approach Ilan Alon, Vanessa P.G. Bretas, Jefferson R.B. Galetti, Marta Götz, Barbara Jankowska Technovation, 2025 The advent of Industry 4.0 technologies has reshaped modern manufacturing. Human-machine interaction (HMI) technologies are essential to this transformation, as they facilitate communication between people and machines, bridge the digital and physical worlds, improve decision-making, and increase overall productivity. However, the diffusion of these cutting-edge technologies varies greatly, possibly resulting in persistent geographical disparities over time. Moreover, our understanding of the factors determining the use of HMI technologies is still limited. Our goal is to investigate the factors that influence manufacturing firms’ use of these technologies, providing a comprehensive perspective. Combining insights provided by economic geography and innovation studies, we take a holistic approach that includes a wide range of technological, organizational, and environmental (TOE) factors. Using Automated Machine Learning (AML), we identify non-linear relationships between key predictors and the usage of HMI technology. Our analysis highlights the importance of geographical and organizational proximities in absorbing local external knowledge and coordinating long-distance knowledge pipelines alongside traditional factors influencing the rate of technology use. • Artificial Machine Learning is used to identify predictors of HMI technology usage. • Technological intensity of industries is the most influential predictor. • Heterogeneous effects of predictors of HMI technology usage are demonstrated. • Our analysis highlights the importance of geographical and organizational proximities. • Organizations absorb knowledge locally and via long-distance coordinated pipelines.
Do stakeholders matter in entry mode decisions? An investigation of international franchise governance mode choice Vanessa P.G. Bretas, Jefferson R.B. Galetti, Ilan Alon, Thelma Valéria Rocha Journal of Business Research, 2024 This article aims to analyse decisions about international entry modes from the stakeholder perspective, delving into different configurations of governance modes. A quantitative analysis is employed using data on 463 observations of Brazilian companies operating in foreign markets. We find that business group affiliation, support from institutional partners, and the characteristics of host market networks all influence company decisions to adopt lower control modes in international markets. The article contributes to international entry mode and franchising literature by applying stakeholder theory to choices about foreign entry modes. It shifts the focus away from the profit- and cost-related aspects of rational choice models towards recognizing the substantial impact of stakeholders, enriching our comprehension of this complex decision-making process. Our study further offers a more nuanced understanding of mode choice by investigating modes of international franchise governance with varying levels of commitment, control, and risk.
Predictors of NFT Prices: An Automated Machine Learning Approach Ilan Alon, Vanessa P. G. Bretas, Villi Katrih Journal of Global Information Management, 2023 This article aims to broaden the understanding of the non-fungible tokens (NFTs) pricing determinants by investigating features, both market- and network-related aspects. NFTs are uniquely identifiable digital assets stored on the blockchain. Ownership is assigned through smart contracts and can be transferred or resold by the owner. The authors analyzed a comprehensive dataset from Signex.io with over 19,183 datapoints on NFT prices and NFT social communities using automated machine learning (AML), a suitable technique to investigate the most impactful factors due to a lack of knowledge on the exact determinants. Findings show that network factors are the most important pricing determinants: Twitter members followed by Discord members. Online communities drive the price of NFTs, but not in a linear fashion. Given the newness of the phenomenon and no agreed upon pricing models, this article contributes by using AML to discover the most relevant determinants of non-fungible tokens (NFT) prices.
Greenfield FDI attractiveness index: a machine learning approach Ilan Alon, Vanessa P.G. Bretas, Alex Sclip, Andrea Paltrinieri Competitiveness Review, 2022 Purpose This study aims to propose a comprehensive greenfield foreign direct investment (FDI) attractiveness index using exploratory factor analysis and automated machine learning (AML). We offer offer a robust empirical measurement of location-choice factors identified in the FDI literature through a novel method and provide a tool for assessing the countries' investment potential. Design/methodology/approach Based on five conceptual key sub-domains of FDI, We collected quantitative indicators in several databases with annual data ranging from 2006 to 2019. This study first run a factor analysis to identify the most important features. It then uses AML to assess the relative importance of each resultant factor and generate a calibrated index. AML computational algorithms minimize predictive errors, explore patterns in the data and make predictions in an empirically robust way. Findings Openness conditions and economic growth are the most relevant factors to attract FDI identified in the study. Luxembourg, Hong Kong, Singapore, Malta and Ireland are the top five countries with the highest overall greenfield attractiveness index. This study also presents specific indices for the three sectors: energy, financial services, information and communication technology (ICT) and electronics. Originality/value Existent indexes present deficiencies in conceptualization and measurement, lacking theoretical foundation, arbitrary selection of factors and use of limited linear models. This study’s index is developed in a robust three-stage process. The use of AML configures an advantage compared to traditional linear and additive models, as it selects the best model considering the predictive capacity of many models simultaneously.
Bibliometric review on FDI attractiveness factors Vanessa P.G. Bretas, Ilan Alon, Andrea Paltrinieri, Kavilash Chawla European Journal of International Management, 2022 This article reviews the literature on foreign direct investment (FDI) attractiveness factors through bibliometric and content analyses. We analyse 499 articles between 1994 and 2021 extracted from the Web of Science database. Using Bibliometrix R-package and VOSviewer software, we combined co-citation, bibliographic coupling, and keyword co-occurrence temporal analysis with a content analysis of the most cited articles. Five main research categories are revealed: structure for FDI, market conditions, entry conditions, institutional framework, and resources offer. We propose a conceptual framework of FDI attractiveness factors aligned with FDI motives. The article comprehensively reviews the key determinants using quantitative and qualitative approaches and provides future research directions.
Franchising research on emerging markets: Bibliometric and content analyses Vanessa P.G. Bretas, Ilan Alon Journal of Business Research, 2021 This study reviews the franchising literature on emerging markets. We used the Bibliometrix R-package and VOSviewer software to perform a bibliometric analysis of 297 articles between 1989 and 2020 obtained from the Scopus database. We combined bibliometric coupling, historiographic citation, keyword co-occurrence, and conceptual thematic analysis, with a content analysis of the most cited articles based on total global and local citations. We identified two main research clusters: international franchising and social franchising. This article provides a deep understanding of the intellectual and conceptual structure of the academic field. It complements existing qualitative reviews and attempts at characterizations, and suggests future research directions.
International governance mode choice: Evidence from Brazilian franchisors Vanessa P.G. Bretas, Ilan Alon, Thelma Valéria Rocha, Jefferson R.B. Galetti Journal of International Management, 2021 The purpose of this article is to test a novel, integrative theory of governance mode selection in the context of international franchising from Brazil. Given the Brazilian emerging market context, we added and tested another variable in the model relating to environmental distance between the home (Brazil) and host countries. To test the theory, we employed two logistic regression models and representative data from the Brazilian Franchising Association in addition to the World Bank's Doing Business index, and the CEPII (Centre d'études prospectives et d'informations internationales). Findings show that three factors influence Brazilian franchisors' choices regarding international governance modes: the environmental uncertainty of the host countries, their behavioral uncertainty, and the franchisors' financial capacity. However, the environmental distance does not influence internationalization strategies of Brazilian firms. Emerging markets firms' governance modes of entry can be adequately explained with the existing model despite contextual differences.
Entry and governance modes in international franchising: A case study Vanessa Pilla Galetti Bretas, Thelma Valeria Rocha, Renata Fernandes Galhanone, George Bedinelli Rossi International Journal of Logistics Systems and Management, 2021 This paper analyses the entry and governance mode choices in the internationalisation process of a Brazilian franchisor. The study investigates the factors that helped this company, a supplier of fibreglass swimming pools, to achieve fast international growth and become one of the most internationalised Brazilian franchisors with presence in 40 foreign countries. Six interviews were conducted with the CEO/founder, two directors and three experts from franchising associations (ABF and IFA). The analysis showed that this franchisor's fast internationalisation process was due to trust, relationships and network building, factors that impacted its entry and governance mode choice in the foreign countries. The partnerships established with local players influenced the choice of the governance mode. This study may contribute to decision-making in international franchising by showing the relevance of trust, local relationships and business networks for the internationalisation of franchise chains, considering the uniqueness of each foreign market.
Geopolitical tensions: risks and challenges for internationally scaling businesses VPG Bretas, E Tippmann Multinational Business Review, 1–19 , 2025 2025 Citations: 5
Networks for scaling businesses: Accessing international support webs for critical support resources VPG Bretas, E Tippmann, J Levie Journal of World Business 60 (4), 101645 , 2025 2025 Citations: 14
Determinants of human-machine interaction technology usage: An automated machine learning approach I Alon, VPG Bretas, JRB Galetti, M Götz, B Jankowska Technovation 143, 103230 , 2025 2025 Citations: 4
Do stakeholders matter in entry mode decisions? An investigation of international franchise governance mode choice VPG Bretas, JRB Galetti, I Alon, TV Rocha Journal of Business Research 178, 114673 , 2024 2024 Citations: 9
Entrepreneurial Ecosystems for Scaling Businesses: Understanding Scaling Ecosystems V Bretas, E Tippmann, J Levie Academy of Management Proceedings 2023 (1), 15196 , 2023 2023
Percepção da maturidade digital das redes de franquias brasileiras TV Rocha, EE Spers, VPG Bretas, PLR Melo, CLC Oliveira, CA Pizani 2023
Predictors of NFT prices: An automated machine learning approach I Alon, VPG Bretas, V Katrih Journal of Global Information Management (JGIM) 31 (1), 1-18 , 2023 2023 Citations: 34
Greenfield FDI attractiveness index: A machine learning approach I Alon, VPG Bretas, A Sclip, A Paltrinieri Competitiveness Review: An International Business Journal 32 (7), 85-108 , 2022 2022 Citations: 33
Crisis management in the Brazilian franchising sector during the Covid-19 pandemic TV Rocha, VPG Bretas, M Fonseca, CA Pizani, AS Yojo Internext 17 (2), 225-242 , 2022 2022 Citations: 4
Bibliometric review on FDI attractiveness factors VPG Bretas, I Alon, A Paltrinieri, K Chawla European Journal of International Management 17 (2-3), 469-499 , 2022 2022 Citations: 41
COVID-19 and international business I Alon, V Bretas 2021 Citations: 11
Franchising in Brazil: foreign entrants build a presence VPG Bretas, I Alon Journal of Business Strategy 42 (6), 374-381 , 2021 2021 Citations: 9
Franchising research on emerging markets: Bibliometric and content analyses VPG Bretas, I Alon Journal of Business Research 133, 51-65 , 2021 2021 Citations: 349
International governance mode choice: Evidence from Brazilian franchisors VPG Bretas, I Alon, TV Rocha, JRB Galetti Journal of International Management 27 (2), 100851 , 2021 2021 Citations: 18
BRAZILIAN MULTINATIONALS: INTERNATIONALIZATION THROUGH FRANCHISING V BRETAS THE BUSINESS & MANAGEMENT COLLECTION Учредители: Henry Stewart Talks 2021 (5 … , 2021 2021
Entry and governance modes in international franchising: a case study VPG Bretas, TV Rocha, RF Galhanone, GB Rossi International Journal of Logistics Systems and Management 38 (3), 343-359 , 2021 2021 Citations: 1
The impact of COVID‐19 on franchising in emerging markets: An example from Brazil VPG Bretas, I Alon Global Business and Organizational Excellence 39 (6), 6-16 , 2020 2020 Citations: 164
International franchising governance modes: an emerging market perspective VPG Bretas 2020
Governance modes in international franchise networks: Partner selection and relationships VPG Bretas, TV Rocha, EE Spers, PLR Melo Revista Brasileira de Marketing 19 (1), 150-173 , 2020 2020 Citations: 19
Fatores Relacionados a Internacionalização das Redes de Franquias Brasileiras: Dispersão geográfica e pertencimento a grupos VP Bretas, JR Galetti, TV Rocha Revista Eletrônica de Negócios Internacionais: Internext 14 (1), 1-13 , 2019 2019 Citations: 15
MOST CITED SCHOLAR PUBLICATIONS
Franchising research on emerging markets: Bibliometric and content analyses VPG Bretas, I Alon Journal of Business Research 133, 51-65 , 2021 2021 Citations: 349
The impact of COVID‐19 on franchising in emerging markets: An example from Brazil VPG Bretas, I Alon Global Business and Organizational Excellence 39 (6), 6-16 , 2020 2020 Citations: 164
Bibliometric review on FDI attractiveness factors VPG Bretas, I Alon, A Paltrinieri, K Chawla European Journal of International Management 17 (2-3), 469-499 , 2022 2022 Citations: 41
Predictors of NFT prices: An automated machine learning approach I Alon, VPG Bretas, V Katrih Journal of Global Information Management (JGIM) 31 (1), 1-18 , 2023 2023 Citations: 34
Greenfield FDI attractiveness index: A machine learning approach I Alon, VPG Bretas, A Sclip, A Paltrinieri Competitiveness Review: An International Business Journal 32 (7), 85-108 , 2022 2022 Citations: 33
Governance modes in international franchise networks: Partner selection and relationships VPG Bretas, TV Rocha, EE Spers, PLR Melo Revista Brasileira de Marketing 19 (1), 150-173 , 2020 2020 Citations: 19
International governance mode choice: Evidence from Brazilian franchisors VPG Bretas, I Alon, TV Rocha, JRB Galetti Journal of International Management 27 (2), 100851 , 2021 2021 Citations: 18
Fatores Relacionados a Internacionalização das Redes de Franquias Brasileiras: Dispersão geográfica e pertencimento a grupos VP Bretas, JR Galetti, TV Rocha Revista Eletrônica de Negócios Internacionais: Internext 14 (1), 1-13 , 2019 2019 Citations: 15
Networks for scaling businesses: Accessing international support webs for critical support resources VPG Bretas, E Tippmann, J Levie Journal of World Business 60 (4), 101645 , 2025 2025 Citations: 14
Gobal mindset na internacionalização das franquias brasileiras TV Rocha, EE Spers, FM Borini, VPG Bretas, PLR Melo, MH Ogasavara, ... 2016 Citations: 14
COVID-19 and international business I Alon, V Bretas 2021 Citations: 11
Do stakeholders matter in entry mode decisions? An investigation of international franchise governance mode choice VPG Bretas, JRB Galetti, I Alon, TV Rocha Journal of Business Research 178, 114673 , 2024 2024 Citations: 9
Franchising in Brazil: foreign entrants build a presence VPG Bretas, I Alon Journal of Business Strategy 42 (6), 374-381 , 2021 2021 Citations: 9
Geopolitical tensions: risks and challenges for internationally scaling businesses VPG Bretas, E Tippmann Multinational Business Review, 1–19 , 2025 2025 Citations: 5
Global mindset in Internationalization of Brazilian Franchises TV Rocha, EE Spers, FM Borini, VP Bretas, PLR Melo, R Khauaja, ... São Paulo: ESPM , 2016 2016 Citations: 5
Determinants of human-machine interaction technology usage: An automated machine learning approach I Alon, VPG Bretas, JRB Galetti, M Götz, B Jankowska Technovation 143, 103230 , 2025 2025 Citations: 4
Crisis management in the Brazilian franchising sector during the Covid-19 pandemic TV Rocha, VPG Bretas, M Fonseca, CA Pizani, AS Yojo Internext 17 (2), 225-242 , 2022 2022 Citations: 4
A marca na internacionalização das franquias brasileiras TV Rocha, EE Spers, FM Borini, VP Bretas, PR Melo, MH Ogasavara, ... São Paulo: ESPM , 2018 2018 Citations: 3
Entry and governance modes in international franchising: a case study VPG Bretas, TV Rocha, RF Galhanone, GB Rossi International Journal of Logistics Systems and Management 38 (3), 343-359 , 2021 2021 Citations: 1
O papel dos parceiros locais e rede de relacionamentos no processo de internacionalização: o caso Igui Piscinas VP Bretas, TV Rocha, MH Ogasavara, GB Rossi FACEF Pesquisa-Desenvolvimento e Gestão 19 (2) , 2016 2016 Citations: 1
