ANALYSIS OF FRANCHISE BUSINESS AS A FACTOR OF COMPETITIVE AND COMPARATIVE ADVENTAGES OF THE COMPANY

Univerzitet u Istočnom Sarajevu, Saobraćajni fakultet, Doboj, Republika Srpska, Bosna i Hercegovina
Bosnia and Herzegovina

Ekonomski fakultet, Univerzitet u Istočnom Sarajevu, Republika Srpska, Bosna i Hercegovina
Bosnia and Herzegovina


Abstract

Franchising is an important category of both the micro-economy and the macro-economy in which it operates, as it provides growth and development. In developed countries the franchise business model has been successfully implemented for many years. Marketing managers in domestic companies still do not have enough experience in managing franchise systems. On this basis, franchised systems are slowly spreading and the lack of domestic franchises is evident. Work analysis will be based on franchising research as a theoretical and business concept. The results of the empirical research will be presented by a comparative analysis of franchise operations in the US market, followed by European countries and subsequently, in part, by the markets of individual countries of the former Yugoslavia.

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References


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