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Franchising in Croatia

In: Franchising Globally

Author

Listed:
  • Ilan Alon
  • Mirela Alpeza
  • Aleksandar Erceg

Abstract

Scientific research in the field of franchising as a business model has been conducted for more than 20 years, but it was only during the 1990s that research interest in this area became more intense, particularly research that focused on the global context. During this period franchising became an increasingly interesting business concept to scientists and researchers from different areas, because the variables involved in franchising merit specific study (Combs and Ketchen, 2003) to entrepreneurship experts, because franchising represents a driving force for starting a business venture; to marketing experts, because it represents one of the main distribution channels in new economies; to strategic management experts, because it represents and important organizational form; and to financial experts, because they are interested in capital investment structures in franchise businesses.

Suggested Citation

  • Ilan Alon & Mirela Alpeza & Aleksandar Erceg, 2010. "Franchising in Croatia," Palgrave Macmillan Books, in: Franchising Globally, chapter 7, pages 138-154, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-28985-7_8
    DOI: 10.1057/9780230289857_8
    as

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