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
Global Franchising Operations Management: Cases in International and Emerging Markets Operations

Urednik/ci
Alon, Ilan

Izdavač
FF Press

Grad
Upper Saddle River (NJ)

Godina
2012

Raspon stranica
19-35

ISBN
978-0132884143

Ključne riječi
franchise, franchise system, franchisor

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