engleski

FRANCHISE POTENTIAL OF SMALL ENTERPRISES

Franchise business is widely regarded as a catalyst for sustainable entrepreneurship and employment generation. Global statistics robustly substantiate this assertion, both in terms of the workforce employed and the number of enterprises launched through the franchising model. Achieving these potentials is significantly influenced by the proportion of domestic franchises within a country. Notably, Croatia ranks at the bottom globally in terms of the count of indigenous franchises. However, research indicates that this phenomenon can be attributed not to an absence of franchising potential or unfavorable perceptions of franchises in Croatia, nor is it due to a lack of recognition of the underlying know-how, as initially presumed concerning Croatian entrepreneurs. Instead, the primary barriers stem from a dearth of understanding about this expansion approach and a lack of confidence in the legal framework. This doctoral dissertation delves into the intricacies of franchise dynamics, examining the role of franchises in fostering sustainable entrepreneurship and employment. By conducting a comprehensive analysis of global franchise trends and scrutinizing the specific case of Croatia's franchise landscape, this study sheds light on the factors inhibiting the proliferation of domestic franchises. Through empirical research and data-driven insights, the dissertation identifies the critical significance of knowledge dissemination and legal faith in driving effective franchise adoption. In conclusion, this research underscores that unlocking the potential of franchise-based business models to enhance sustainable entrepreneurship and employment necessitates addressing knowledge gaps and enhancing trust in the legal system. The findings from this study contribute to a deeper comprehension of the franchise ecosystem and offer actionable recommendations for policymakers, entrepreneurs, and other stakeholders interested in harnessing the power of franchising for economic growth and development.

franchising, Croatia, franchise potential

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