Franchising in Eastern Europe - Yesterday, Today, Tomorrow
Franchising in Eastern Europe - Yesterday, Today, Tomorrow
Contributor(s): Aleksandar Erceg (Editor)
Subject(s): Economy, Geography, Regional studies, National Economy, Business Economy / Management, Economic policy, Evaluation research, Economic development, Law on Economics, Financial Markets, Marketing / Advertising
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: franchising; advantages; disadvantages; barriers; Eastern Europe;
Summary/Abstract: Book Franchising in Eastern Europe – Yesterday, Today, Tomorrow is the result of cooperation between several researchers from different countries whose main research interest is franchising, who covered different aspects of franchising and different countries. Franchising is in different stages of development in countries covered in this book, but there is still a lot of room for improvement. The book is organized into eight chapters. In the first two chapters, authors give a literature review of franchising as one of the most important ways of starting new ventures or growing a business and present the latest changes in franchising regulations worldwide. The following chapters present the franchising situation in Croatia, Poland, Hungary, Slovenia, Serbia and Macedonia. At the end of the book, we have included the European Code of Ethics for Franchising, which we find essential for the further development of franchising business in Eastern Europe.
- E-ISBN-13: 978-953-253-152-7
- Print-ISBN-13: 978-953-253-149-7
- Page Count: 166
- Publication Year: 2018
- Language: English
NOTES ON CONTRIBUTORS
NOTES ON CONTRIBUTORS
(NOTES ON CONTRIBUTORS)
- Author(s):Author Not Specified
- Language:English
- Subject(s):Essay|Book Review |Scientific Life
- Page Range:1-6
- No. of Pages:6
- Keywords:contributors; authors; notes;
INTRODUCTION
INTRODUCTION
(INTRODUCTION)
- Author(s):Aleksandar Erceg
- Language:English
- Subject(s):Economy, Geography, Regional studies, Business Economy / Management, Editorial
- Page Range:7-10
- No. of Pages:4
- Keywords:Eastern Europe; franchising; economy; introduction;
- Summary/Abstract:Although roots of franchising can be found in the 10th century (King Edgar and beer places) and in the first half of the 19th century in Germany, the first representatives of modern franchising can be found in the USA in the second part of the 19th century (Singer Sewing Center, General Motors and Coca-Cola) (Erceg, 2017). In the second part of the 20th century, there was a new phase of franchising development – business format franchise, which was introduced by McDonald’s and Ray Kroc. Business format franchising gained popularity and was spread worldwide by American fast food restaurants (McDonald’s, Subway, Dunkin Donuts, etc.). These fast food restaurant franchisors demonstrated to other service industries how to standardize and replicate successful business systems (Alon, 2014). Franchising entered countries in Eastern Europe at the end of 1980s and the beginning of 1990s when those countries switched to a market economy and allowed entrance of foreign companies and capital. It was then that the franchising revolution started, mainly by foreign franchisors entering the country, thus initiating actions of local entrepreneurs who started using franchising as a growth strategy as well.
- Price: 4.50 €
FRANCHISING
FRANCHISING
(FRANCHISING)
- Author(s):Mirela Alpeza
- Language:English
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising
- Page Range:11-20
- No. of Pages:10
- Keywords:Eastern Europe; franchising; economy; marketing; brand; business model;
- Summary/Abstract:Franchising is a business model in which a company (franchisor) sells the right to use its brand name and know-how to a person or group acting as franchisees, in accordance with a signed franchise agreement. This business model also includes the franchisor’s right to control business operations of the franchisee, and business development support provided by the franchisor to the franchisee. The franchisee agrees to pay (most often) the franchise fee when joining the franchise network, as well as royalties, usually monthly, for the use of the franchisor’s brand and business model (Boroian and Boroian, 1987: 4).
- Price: 4.50 €
COMPLEX NATURE OF FRANCHISING AND NEW CHALLENGES FOR DEVELOPMENT
COMPLEX NATURE OF FRANCHISING AND NEW CHALLENGES FOR DEVELOPMENT
(COMPLEX NATURE OF FRANCHISING AND NEW CHALLENGES FOR DEVELOPMENT)
- Author(s):Ljiljana Kukec
- Language:English
- Subject(s):Economy, Geography, Regional studies, Business Economy / Management, Evaluation research, Marketing / Advertising
- Page Range:21-32
- No. of Pages:12
- Keywords:Eastern Europe; economy; franchising; marketing; business model; challenges; development;
- Summary/Abstract:Franchising, in the economic sense, is a method of marketing expansion used on behalf of successful companies to expand their products or services through a network of retail units owned by independent entrepreneurs, sharing with them the brand, knowhow and marketing techniques in exchange for entrance fee and royalties by each of the retail units (Matthews, De Bolt and Percival, 2006: 6). Regardless of whether franchising is defined through its legal, economic or some other form, it is characterized by the fact that it is an entrepreneurial alliance of two independent entrepreneurs who aim to exploit a recognized opportunity to create growth through this alliance, so as to increase the chances of success (Timmons and Spinelli, 2003). Because franchising is a replication of success, it has been the subject of many of research studies, and some of them show that, regardless of economic interests or the legal form of franchising, the relationship between the two main parties is what contributes the most to success, and this relationship is much more than a legal or economic/business relationship. It is a personal relationship in the first place, and only when the personal relationship descends to the level of business relationship, that relationship is damaged. A further degradation of successful relationship from a business relationship to a legal one occurs when the business relationship is already heavily damaged because, despite the popular belief, the real, quality franchise relationship is not defined by the franchise agreement, but by common goals, mutual trust, respect and open communication (Matthews, De Bolt and Percival, 2006). Franchise on its own is not an instant success, what enables it, besides the above mentioned personal relationship, is know-how, innovation, quality product/service and standard procedures that stand in the centre of every franchise package.
- Price: 4.50 €
FRANCHISING IN CROATIA – YESTERDAY, TODAY AND TOMORROW
FRANCHISING IN CROATIA – YESTERDAY, TODAY AND TOMORROW
(FRANCHISING IN CROATIA – YESTERDAY, TODAY AND TOMORROW)
- Author(s):Aleksandar Erceg
- Language:English
- Subject(s):Economy, Geography, Regional studies, National Economy, Business Economy / Management, Economic policy, Evaluation research, Law on Economics, Marketing / Advertising
- Page Range:33-47
- No. of Pages:15
- Keywords:Easter Europe; Croatia; economy; franchising; legislation; marketing; business model; evaluation;
- Summary/Abstract:Strategic alliances, joint ventures, and franchising are established by contract between at least two independent companies as part of their strategy for growth and expansion. Franchising is one of the oldest methods, often used in developed countries. The use of franchising as a growth strategy has significantly increased in Europe and the US in recent years. As both parties in a franchising relationship are economically interdependent, but legally dependent (Michael, 2000), franchising as an organizational form can be looked at from a legal and an economic perspective and as a possible alternative for the integration of production and distribution undertakings in a single organization (Emmerson, 1990).
- Price: 4.50 €
FRANCHISING IN POLAND – PAST, PRESENT, FUTURE
FRANCHISING IN POLAND – PAST, PRESENT, FUTURE
(FRANCHISING IN POLAND – PAST, PRESENT, FUTURE)
- Author(s):Marta Ziółkowska
- Language:English
- Subject(s):Economy, Geography, Regional studies, National Economy, Business Economy / Management, Economic policy, Evaluation research, Law on Economics, Marketing / Advertising
- Page Range:49-66
- No. of Pages:18
- Keywords:Easter Europe; Poland; economy; franchising; legislation; marketing; business model; evaluation;
- Summary/Abstract:The current franchise model of enterprise development has evolved for centuries. Franchising in its contemporary form was initially developed in the American market, but owing to its universality, this model has gained supporters among entrepreneurs all over the world. Today, it is successfully applied in Poland, where nearly 1,2000 networks, both in the trade and services sectors, follow this model of development. This is so even though franchising is not regulated in detail by law in Poland, and the franchise agreement operates as an innominate contract in the legal order. The legal framework underlying franchise relationships is anchored in various regulations, in particular, those devoted to combating unfair competition.
- Price: 4.50 €
FRANCHISING IN HUNGARY – THE BEGINNING, THE PRESENT AND THE FUTURE
FRANCHISING IN HUNGARY – THE BEGINNING, THE PRESENT AND THE FUTURE
(FRANCHISING IN HUNGARY – THE BEGINNING, THE PRESENT AND THE FUTURE)
- Author(s):Katalin Mandel
- Language:English
- Subject(s):Economy, Geography, Regional studies, National Economy, Business Economy / Management, Economic policy, Evaluation research, Law on Economics, Marketing / Advertising
- Page Range:67-84
- No. of Pages:18
- Keywords:Easter Europe; Hungary; economy; franchising; legislation; marketing; business model; evaluation;
- Summary/Abstract:Before the political transition, franchising was an unknown business model, but it became very popular in the ’90s and at the beginning of 21st century. The word franchising also seemed very attractive to Hungarian entrepreneurs, even a book was published with the title: Franchising is the entrepreneurs’ secret weapon? Many experts thought this could be the solution for several problems of our economy. Many networks started to use the word for their systems, without following the real ethical rules of franchising, because they could easily find investors. Even nowadays we can find Google AdWords promotion with the slogan: Join our system, no franchise fees, no royalty! Therefore, education about this business model is still very important. There are many good examples to follow in the franchise sector, not only international, but Hungarian ones as well.
- Price: 4.50 €
FRANCHISING IN SLOVENIA – IERI, OGGI & DOMANI
FRANCHISING IN SLOVENIA – IERI, OGGI & DOMANI
(FRANCHISING IN SLOVENIA – IERI, OGGI & DOMANI)
- Author(s):Igor Pavlin
- Language:English
- Subject(s):Economy, Geography, Regional studies, National Economy, Business Economy / Management, Economic policy, Evaluation research, Law on Economics, Marketing / Advertising
- Page Range:85-104
- No. of Pages:20
- Keywords:Easter Europe; Slovenia; economy; franchising; initiatives; association; legislation; marketing; business model; evaluation;
- Summary/Abstract:Foreign franchising emerged in Slovenia during the 1980s. Afterwards, it continued in various forms. The eighties of the twentieth century were the years when the common state began to fall apart. However, these were the years when Slovenia was the most developed republic of the Yugoslav federation, which included high levels of both exports and imports. One may observe three main fields where franchising first appeared. Car rentals, credit cards and hotels can be found in this group of imported franchise companies.
- Price: 4.50 €
DEVELOPMENT OF FRANCHISING IN SERBIA
DEVELOPMENT OF FRANCHISING IN SERBIA
(DEVELOPMENT OF FRANCHISING IN SERBIA)
- Author(s):Marica Vidanović, Tamara Kerković Milenković
- Language:English
- Subject(s):Economy, National Economy, Business Economy / Management, Economic policy, Evaluation research, Economic development, Law on Economics, Marketing / Advertising
- Page Range:105-126
- No. of Pages:22
- Keywords:Easter Europe; Serbia; economy; franchising; development; legislation; marketing; business model; evaluation;
- Summary/Abstract:Small and medium enterprises and entrepreneurs (SMEs) are a significant segment of the Serbian economy: they make up 99.8% of total active enterprises, employ almost 2/3 employees in the non-financial sector and participate with 57.7% in the GDP of Serbia. Every tenth company exports goods or services. Research on this segment of the economy, such as the “1,000 Employers Survey” of the USAID Project for Better Business Conditions, shows that only a third of small and medium-sized enterprises cover the entire Serbia, which means that others are trading with nearby neighbors. Even though, small and medium-sized enterprises and entrepreneurs (SMEs) make up the most significant, most efficient and vital segment of the economy of the Republic of Serbia, bearing in mind their contribution to the increase in employment, gross added value and real turnover.
- Price: 4.50 €
FRANCHISING BUSINESS MODEL IN THE MACEDONIAN ECONOMY
FRANCHISING BUSINESS MODEL IN THE MACEDONIAN ECONOMY
(FRANCHISING BUSINESS MODEL IN THE MACEDONIAN ECONOMY)
- Author(s):Jovanka Damoska Sekuloska
- Language:English
- Subject(s):Economy, National Economy, Business Economy / Management, Economic policy, Evaluation research, Law on Economics, Financial Markets, Marketing / Advertising
- Page Range:127-143
- No. of Pages:17
- Keywords:Easter Europe; Macedonia; economy; franchising; legislation; marketing; business model; evaluation;
- Summary/Abstract:Implementation of a variety of business models of internationalization contributes to overcoming the limited size of national markets. Today’s global competitiveness recognizes the necessity for qualitative and quantitative improvement of the process of internationalization of companies. The internationalization process is important as an enabler of national competitiveness and as a strategic option for businesses. As a process of integration in international activities, internationalization enables companies to expand their operating activities across the border of their national markets on the one hand and on the other, it determines and influences the market size of an economy as one of the determinants of competitiveness of economies. Organizations need to choose how to enter a market. Entry modes differ in the degree of resource commitment to a particular market, and the extent to which an organization is operationally involved in a particular location ( Johnson et al., 2008). The key entry mode types are: exporting, contractual arrangement through licensing and franchising; joint ventures and alliances, and foreign direct investment. By expanding its markets internationally, a firm can bypass limitations in the domestic market ( Johnson et al., 2005).
- Price: 4.50 €
APPENDIX
APPENDIX
(APPENDIX)
- Author(s):Author Not Specified
- Language:English
- Subject(s):Economy, Business Economy / Management, Marketing / Advertising, Business Ethics
- Page Range:145-166
- No. of Pages:22
- Keywords:appendix; economy; franchising; code of ethics; Europe; declarations;
- Summary/Abstract:1. EUROPEAN CODE OF ETHICS FOR FRANCHISING 2. WORLD FRANCHISE COUNCIL DECLARATIONS
- Price: 4.50 €
