Naslov
San Francisco Coffee House: An American-Style Franchise in Croatia

Autori
Alon, Ilan ; Alpeza, Mirela ; Erceg, Aleksandar

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, stručni

Knjiga
Entrepreneurship - Successfully Launching New Ventures

Urednik/ci
Barringer, Bruce ; Ireland, Duane

Izdavač
Pearson Education ; Prentice Hall

Grad
Upper Saddle River (NJ)

Godina
2010

Raspon stranica
553-559

ISBN
0-13-815808-8

Ključne riječi
Franchising, Entrepreneurship, Growth, Business Development

Sažetak
On the return to their homeland of Croatia following a six-year visit to the United States, a couple has decided to open their own coffee house, one that is unique to the Croatian environment - a California-style coffee house that offers the quality, service, product assortment, ambiance and efficiency found in sophisticated coffee shops in developed markets, and all for a locally affordable price. The major challenge faced by the couple is how to grow. Specifically, should they consider franchising over organic growth? If so, how should they go about franchising in a country where the market is developing and where franchising is under-regulated, underdeveloped and misunderstood? This case can be used in entrepreneurship, retailing, international marketing or international business classes. The case provides a practical example of when and how to use franchising.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA