FRANCHISING IN HUNGARY – THE BEGINNING, THE PRESENT AND THE FUTURE
FRANCHISING IN HUNGARY – THE BEGINNING, THE PRESENT AND THE FUTURE

Author(s): Katalin Mandel
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; Hungary; economy; franchising; legislation; marketing; business model; evaluation;
Summary/Abstract: Before the political transition, franchising was an unknown business model, but it became very popular in the ’90s and at the beginning of 21st century. The word franchising also seemed very attractive to Hungarian entrepreneurs, even a book was published with the title: Franchising is the entrepreneurs’ secret weapon? Many experts thought this could be the solution for several problems of our economy. Many networks started to use the word for their systems, without following the real ethical rules of franchising, because they could easily find investors. Even nowadays we can find Google AdWords promotion with the slogan: Join our system, no franchise fees, no royalty! Therefore, education about this business model is still very important. There are many good examples to follow in the franchise sector, not only international, but Hungarian ones as well.

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