Stavovi menadžera o franšiznom poslovanju u Bosni i Hercegovini
Managers' attitudes toward franchise business in Bosnia and Herzegovina

Summary/Abstract: This paper introduces basics of developing franchise business in Bosnia and Herzegovina. Franchise is part of globalization. If a company has something to offer to another market or, it is better to say, if a company has something what another market values, then it does not matter if it is a company from the EU or from the USA. What matters is the value that the company has to create in its product, the know-how or in the trademark. This, in turn, requires knowledge. Existing franchise companies certainly represent the driving force for continuous development of franchise business in the B-H market. The paper analyzes managers’ attitudes and their practical experiences with the franchise business in the B-H market. We will show that the right organization of franchise system increases the efficiency of company business and decreases business cost. In this sense, we will review the overall relation in the franchise market in B-H in order to get the complete picture, and indicate potential guidelines for further development of the franchise business. Results of the study indicate the presence of accelerated development trend of franchise business in B-H.

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