Naslov
Franchising in the Balkan area: A review

Autori
Erceg, Aleksandar

Izvornik
Ekonomski vjesnik (0353-359X) 19 (2019), 2; 389-404

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

Ključne riječi
Franchising ; the Balkan area ; opportunities ; barriers ; national associations

Sažetak
Franchising in the Balkan area has been present since the end of the 1980s and the beginning of the 1990s when the countries of the so-called communist block changed to a market economy and opened their borders to new companies, “new” ideas, foreign companies, and foreign capital. Franchising was introduced mainly by foreign companies, which started activities of local entrepreneurs who started to use franchising as their growth strategy. Although almost 30 years have passed since then, franchising in those countries is in different phases of development ranging from very early to very developed phases of development. The paper will examine the current status of franchising in several countries in the Balkan area (i.e., Slovenia, Croatia, Serbia, and Macedonia) and present current opportunities for and barriers to further development. In the first part of the paper, we will give a brief introduction to franchising and several theories used for explaining franchising. In the second part, the current situation in relation to franchising in several countries in the Balkan area will be presented based on the current number of franchising systems to the potential legal framework. In the last part, similarities between the countries under study will be examined, and based on the findings, a conclusion will be made together with proposals for further research.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA