Franczyza w procesie tworzenia wartości przedsiębiorstwa franczyzodawcy na przykładzie branży gastronomicznej
The Role of Franchising in Creating Franchisor Enterprise Value, as Seen in the Case of the Catering Industry

Author(s): Żaklina Jabłońska
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: Franchising; franchise enterprises; lower bankruptcy risk; franchisor enterprise value; franchisor; franchisee;
Summary/Abstract: The book is an important contribution to the scientific discussion on the development of franchising in Poland. It highlights the significance of franchising in building the value of an enterprise. Polish companies generally seek the benefits of franchising as franchisees, adopting a tried business model that guarantees an easier entry into the market as well as a lower bankruptcy risk. Franchise enterprises are able to create their value in a definitely shorter period of time (gaining market share, a recognizable brand, loyal customers, more favorable purchasing terms). However, a gap exists in the Polish scientific literature when it comes to the influence of franchising on the value of the franchisor’s enterprise. Relevant research in this area has been in short supply. Therefore, there is an obvious need to address this omission by studying the phenomenon, conducting necessary analyses and presenting the existing mechanisms. The results of this research constitute a valuable source of information both for scientists and professionals interested in the implementation of franchising in business.

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