Franšiza i održiva konkurentska prednost
Franchise and Sustainable Competitive Advantage

Summary/Abstract: Franchise and the advantages of a good franchise concept have been well recognised and accepted in the developed world. Many countries in the world have accepted franchise because it is a simple method to organise business and its application. As retail outlets, thanks to their quality of product and services, these systems have built consumer trust. International companies have thus built their own competitive advantage, as well as their image and respective brands, allowing them to open new franchises in other countries. This is why the application of franchise in a contemporary format is expected to culminate in the net decade, as it is assume that this will become the dominant business form of small and medium companies. Although franchise is not yet widely present in our country, since there are still too few of those who understand it and use it adequately in their own business. Until the current situation has changed, we will continue to have products whose quality, price and image may be competitive internationally, but remain unnoticed due to insufficient utilisation of franchise. A recognisable brand, good marketing, and a tried-and-tested business concept are the elements that franchise includes, and experiences have shown that it provides a safer route to business success. Lite

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