Naslov
Franchising in the Balkans: History, Status and Challenges

Autori
Grunhagen, Marko ; Mumdžiev, Nada ; Harča, Barbara ; Milenković-Kerković, Tamara ; Dlačić, Jasmina

Izvornik
Journal of marketing channels (1046-669X) 26 (2020), 1; 1-27

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

Ključne riječi
Franchising ; Balkan Peninsula ; Eastern Europe ; legislation ; emerging economies

Sažetak
Since the Balkans have not been covered with regards to franchising in any comprehensive fashion in the past, this study represents a first look at the topic in this part of the world and contributes to the literature on franchising in emerging economies. This research contrasts the development of franchising in the ten Balkan countries of Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Kosovo, Macedonia, Montenegro, Romania, Serbia, and Slovenia. A comprehensive overview of the franchise industry and its history is created for each country, integrating economic and franchise infrastructure development. The study reveals severe deficiencies in the region with regards to the availability of official data and a lack of specific legislation with regards to franchising and disclosure mandates, as well as education about franchising and a reliable legal environment. Implications for researchers and policy makers conclude the study.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA