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The Franchising Market Perception As A Factor Of Entrepreneurial Options

In: Marketing And Management Sciences

Author

Listed:
  • MARIA KOURMOULAKI

    (Management Business Administration, University of the Aegean, 8 Michalon Str., 82100, Chios, Greece)

  • IOANNA SIAMETI

    (Management Business Administration, University of the Aegean, 8 Michalon Str., 82100, Chios, Greece)

Abstract

This article investigates the perceptions of entrepreneurs regarding the role of franchise enterprises and their beliefs about their future prospect. Franchising allows an enterprise to respond to the current competitive environment which exists worldwide. Entrepreneurs realise the significance of franchising and its potential. The study was conducted in Greece over a representative sample of 441 of franchising enterprises. The results show that businessmen realise at an increasing rate the possibilities offered by franchising and for this reason choose to do business through it. Particularly those who want to establish their own enterprises, resort to the solution of franchising because of the public perception as regards to franchising.

Suggested Citation

  • Maria Kourmoulaki & Ioanna Siameti, 2010. "The Franchising Market Perception As A Factor Of Entrepreneurial Options," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 101, pages 559-562, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0101
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    More about this item

    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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