Procesy globalizacji i ich wpływ na zarządzanie marką sieci franczyzowych
Globalization processes and their influence on franchise chain brand management

Summary/Abstract: Changes in external factors influencing companies’ performance force many organizations to seek reasonably stable conditions to increase value, and to undertake strategic internationalization actions, such as, for example, the use of a franchising model. In the current day fast changing environment, the long-term success of an organization, and in particular of a company using a franchising model, is almost impossible without innovation and creativity of its employees, their readiness to learn and to share knowledge, and their ability to cope with cultural diversity resulting from internationalization. It can, therefore, surely be concluded that in this globalizing knowledge-based economy, determinants for strategies of a cultural nature have become of much greater importance than in the past.

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