Franšizing kao model internacionalizacije maloprodaje
Franchising As The Model Of Internationalisation Of Retailing

Summary/Abstract: Franchising is a system that can be applied in many sectors of the economy. In recent years, it has become a major driving force in the process of internationalisation of the service sector, especially in retailing. Retail chains are increasingly using franchising in the process of expanding their operations on the domestic as well as the international market. The issue of expansion of retail chains to international markets attracted the attention of theoreticians and practitioners in the late 20th and early 21st century. In this context, the models of internationalisation of retailing arouse particular interest, yet there is some inconsistency in the literature regarding the development of the internationalisation of retailing through the model of franchising. The aim of this paper is to analyse franchising as the model of internationalisation of retailing. The starting hypothesis of this work is that franchising stands for the significant model of internationalisation of retailing. Another hypothesis is that the choice of franchising as the model of internationalisation of retailing has a positive impact on a company’s revenue. Both hypotheses will be tested through the development of the model of regression analysis, which includes the determinants of revenue of retail companies that use franchising as the model of internationalisation. The study sample includes 30 retail companies from the list of 250 largest retail companies by sales volume in 2012.

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