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Copyright J.J. Strossmayer University of Osijek, Faculty of Economics 2014

Abstract

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 examines the impact of promotion on franchising through unconventional marketing on the example of private company X which is the main context of the present study. This private company X was chosen as a relevant example because it was selected in 2012 as one of the most successful Croatian franchisee companies in the segment of automotive industry and also because of the quality of service. The results show that the most successful promotional tool is "word of mouth" that attracts the largest number of clients. However, it must be emphasized that conventional marketing is very important, too, because it contributes to the visibility of the company. Conventional marketing is a diverse field which includes many forms of advertising like print, broadcast, direct mail, telemarketing etc. and is still widely recognized by the audience.

Details

Title
THE IMPACT OF PROMOTION IN FRANCHISING
Author
Buljubasic, Iva; Boric, Marta
Pages
285-296
Publication year
2014
Publication date
2014
Publisher
J.J. Strossmayer University of Osijek, Faculty of Economics
ISSN
0353359X
e-ISSN
18472206
Source type
Scholarly Journal
Language of publication
English
ProQuest document ID
1645743044
Copyright
Copyright J.J. Strossmayer University of Osijek, Faculty of Economics 2014