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FRANCHISE
- Publication Year :
- 2019
-
Abstract
- U istraživanju se obrađuju temeljna obilježja franšiznog poslovanja. Franšizno poslovanje predstavlja jednu od značajnih strategija ekspanzije i internacionalizacije po slovanja. Specifičnost odnosa između davatelja i primatelja franšize poseban je razlog odabira predmeta istraživanja. Ciljevi rada su prikazati pojmovne značajke i vrste franšize te elemente ugovora o franšizi kao i ukazati na značajke franšiznog poslovanja u RH na temelju analize studija slučajeva. Rezultati istraživanja pokazuju da je franšizno poslovanje fleksibilan oblik provedbe strategije ekspanzije poduzeća, a prikladno je za renomirana poduzeća koja imaju razvijenu svijest kupaca o brandu. Takva poduzeća u svojstvu davatelja franšize značajno smanjuju rizike poslovanja poduzetnicima koji su u svojstvu primatelja franšize. Prepreke u sustavnijem razvoju franšiznog poslovanja u RH su nedovoljna ulaganja u razvoj svijesti kupaca o brandovima i strategiju diferencijacije te neprilagođenost visine financijskih naknada poduzetnicima u RH kao potencijalnim primateljima franšize.<br />The research deals with basic features of franchise business model. Franchising is one of the most important strategies of expansion and internationalization of business. The specificity of the relationship between the franchisee and the recipient is a particular reason for choosing the subject of the research. The aim of the paper is to show the conceptual features and types of franchises and the elements of the franchise agreement as well as to point out the features of the franchise business in the Republic of Croatia based on the analysis of case studies. Research results show that franchise business is a flexible form of enterprise expansion strategy, and is suitable for reputable companies that have a we ll -developed brand awareness. Such companies as a franchise provider significantly reduce the risks of doing business to entrepreneurs who are franchise recipients. The obstacles to more systematic development of franchise business in the Republic of Croat ia are insufficient investment in brand awareness and differentiation strategy and inadequacy of financial compensation for entrepreneurs in the Republic of Croatia as potential recipients of the franchise.
Details
- Language :
- Croatian
- Database :
- OpenAIRE
- Accession number :
- edsair.od......9591..f9a7d7a066a6f2427d725a15ba9e222c