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Franchise Business As A Generator Of Development In Central Europe

Author

Listed:
  • Baresa, Suzana

    (University of Rijeka, Croatia)

  • Ivanovic, Zoran

    (University of Rijeka, Croatia)

  • Bogdan, Sinisa

    (University of Rijeka, Croatia)

Abstract

The franchise in the global marketplace enables many globally known brands. With its business concept, it enables integration, learning and acceptance of various cultural, historical, religious and other customs and habits. Consumers prefer a proven and expected standard product quality and services, no matter where they are, they expect and want the same quality provided by franchise companies (shops, restaurants, hotels, and others) of well-known brands in different places. It can be concluded that the franchise enables the transfer of business knowledge, experience and technology to an unlimited space. Franchise is largely present as a way of doing business in the world and it has an impact on national economies. Companies can use it as a strategic growth model, as a model for launching a whole new business. Since Croatia has enough potential to develop franchise business that is not sufficiently exploited, that potential could be largely exploited in addition to overcome certain problems. Conducting a systematic analysis of franchise business and development would contribute to this. This paper deals with basic concepts related to the franchise business, features and characteristics, advantages and disadvantages of franchise business, the impact it has on the national economy (US example), and a comparative analysis of the franchise business in Croatia compared to other Central European countries.

Suggested Citation

  • Baresa, Suzana & Ivanovic, Zoran & Bogdan, Sinisa, 2017. "Franchise Business As A Generator Of Development In Central Europe," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 8(3), pages 281-293.
    • Handle: RePEc:ris:utmsje:0221
    as

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    References listed on IDEAS

    as
    1. Esther Calderon-Monge & Ivan Pastor-Sanz & Pilar Huerta-Zavala, 2017. "Economic Sustainability in Franchising: A Model to Predict Franchisor Success or Failure," Sustainability, MDPI, vol. 9(8), pages 1-16, August.
    2. Francine Lafontaine, 1992. "Agency Theory and Franchising: Some Empirical Results," RAND Journal of Economics, The RAND Corporation, vol. 23(2), pages 263-283, Summer.
    3. Lewandowska Lucyna, 2014. "Franchising as a Way of Creating Entrepreneurship and Innovation," Comparative Economic Research, Sciendo, vol. 17(3), pages 1-19, September.
    4. Lukito Adi Nugroho, 2017. "Real options valuation of franchise territorial exclusivity," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1262490-126, January.
    5. Shane, Scott A. & Hoy, Frank, 1996. "Franchising: A gateway to cooperative entrepreneurship," Journal of Business Venturing, Elsevier, vol. 11(5), pages 325-327, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    know-how; brand; royality; franchise;
    All these keywords.

    JEL classification:

    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • M55 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Labor Contracting Devices

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