The impact of promotion in franchising

Other literature type, Article English OPEN
Buljubašić, Iva; Borić, Marta;
(2014)
  • Publisher: J.J.Strossmayer University of Osijek, Faculty of Economics in Osijek
  • Journal: Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues,volume XXVII,issue 2 (issn: 0353-359X, eissn: 1847-2206)
  • Subject: Social Sciences | HB71-74 | H | Economics as a science | franchising | franchising; franchisee; franchisor; promotion | franchisor | franchisee | promotion

Franchising is a model of company growth, which significantly reduces uncertainty in the riskiest stages of growth: business start–up and growth phase. The impact of promotion in franchising has not been investigated in relevant literature. Therefore, this paper e... View more
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