ZNAČAJ HRVATSKE GOSPODARSKE KOMORE U PROMOCIJI FRANŠIZNOG POSLOVNOG MODELA KAO POKRETAČA RAZVOJA MALOG I SREDNJEG PODUZETNIŠTVA
THE SIGNIFICANCE OF CROATIAN CHAMBER OF ECONOMY IN THE PROMOTION OF THE FRANCHISE BUSINESS MODEL AS AN INITIATOR OF THE DEVELOPMENT OF SMALL AND MEDIUM-SIZED ENTREPRENEURSHIP

Summary/Abstract: The development of the global economy proves that any successful business model can be franchised and that franchising is applicable in an extremely wide range of activities. In the Republic of Croatia, such a business model is still not sufficiently represented. The franchise industry is ideal precisely for small entrepreneurs who do not have the possibility of expansion through their own branches, but they also do not have the local expertise of distant markets, which is important for success in unfamiliar territory. Through the franchise business model, small and medium-sized entrepreneurs can realize their growth and expansion into the international market and secure new employment. Through franchises, domestic successful concepts export their know-how and products, and therefore it is important to increase the share of domestic franchises. The paper defines the concept of franchise, the ways of its acquisition, the legal framework in which the franchise operates and what is needed for successful franchise. Furthermore, the paper investigated the influence of Croatian Chamber of Economy on the promotion of the franchise business concept. The Croatian Chamber of Economy Franchise Business Association gathers leading domestic franchisors, creates a stimulating environment for the development of entrepreneurship and, through the organization of continuous education, promotes the franchise business model among Croatian companies in order to increase the share of domestic franchise systems in Croatia. The main problem of the Community is to determine who the franchisors actually are and how many of them there are. The introduction of the franchise register and the detection of legal entities and the organization of continuous education through the promotion of the franchise business model among Croatian companies would increase the share of domestic franchise systems in Croatia. Each sold franchise means the opening of a new company, self-employment and employment, and that is why franchise business is considered a flywheel for the development of entrepreneurship and employment.

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