FRANCHISING IN CROATIA – YESTERDAY, TODAY AND TOMORROW
FRANCHISING IN CROATIA – YESTERDAY, TODAY AND TOMORROW

Author(s): Aleksandar Erceg
Subject(s): Economy, Geography, Regional studies, National Economy, Business Economy / Management, Economic policy, Evaluation research, Law on Economics, Marketing / Advertising
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: Easter Europe; Croatia; economy; franchising; legislation; marketing; business model; evaluation;
Summary/Abstract: Strategic alliances, joint ventures, and franchising are established by contract between at least two independent companies as part of their strategy for growth and expansion. Franchising is one of the oldest methods, often used in developed countries. The use of franchising as a growth strategy has significantly increased in Europe and the US in recent years. As both parties in a franchising relationship are economically interdependent, but legally dependent (Michael, 2000), franchising as an organizational form can be looked at from a legal and an economic perspective and as a possible alternative for the integration of production and distribution undertakings in a single organization (Emmerson, 1990).

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