Naslov
Franchising as an entrepreneurial tool in Croatia

Autori
Palić, Mirko ; Kovač, Ivan ; Brešan, Lana

Izvornik
Problems and perspectives in management (1727-7051) 9 (2011), 4; 8-17

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
franchise; Croatia; relationship marketing

Sažetak
Franchising is an important means of entrepreneurship, especially in a developed markets. Franchising may provide the same opportunities in developing countries. The level of economic power, as well as the level of franchising, places Croatia among developing countries. Franchising in Croatia has not yet reached its saturation level, which is surprising because the three factors relevant for the franchise sales growth on a macro level (high unemployment, turbulent stock market and change in financing/loans conditions) are present. A wide range of investment categories makes franchising favorable to the prospective entrepreneurs who can afford entry into the world of franchising. The franchises can be found in different business sectors which also makes them suitable for different type of investors and entrepreneurs. Franchisee satisfaction is one of the most important factors of the franchise´s long-term success, which implies that the franchisor´s service quality towards franchisee must be at its highest level ; otherwise overall business success can be jeopardized. The goal of this paper is to examine the relationship between the franchisor and franchisee and its effect on the level of success of franchisee’s business and the suitability of franchise as an entrepreneurial tool in Croatia. In addition to empirical research findings that explore franchisees in Croatia, the authors tried to identify main challenges for research of this topic in the future. The contribution of this paper is reflected in the following conclusions: the majority of active franchises in Croatia belong to a low cost/investment category. The franchise “popularity” in Croatia according to the type of sector/business doesn´t follow the representative trend in developed countries. And finally, franchisees’ business success is only partially related to their satisfaction with the service quality level provided by the franchisor.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA