engleski

Opportunities and threats regarding the development of the franchising business model in Croatia

Franchising is a sector in transition in Croatia. Consisting of retailing, distribution, and wholesaling operations, companies in Croatia are now becoming aware of the benefits and costs of franchising as an organizational method and are considering it's adaptation to the Croatian context. Still, franchising is underdeveloped with only a handful of active firms, lack of regulatory structure, and little experience in the marketplace. This paper investigates one company evaluating franchising for expansion and discusses the dilemmas it faces. The contribution of this paper is in assesment of franchising model embeddedness with regard to macroeconomic conditions in Croatia.

franchise development ; business environment ; transition economies

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