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Sazetak: Fransiza je nacin sirenja poslovanja i distribucije proizvoda i usluga koji pruza mogucnost vodenja poslovanja pod prepoznatljivim imenom i za koji se istice da postoji ako se pojavljuju sljedeca tri elementa: poduzetnik dopusta koristenje svojim imenom, dopusta koristenje svojim sustavom poslovan- ja i ostvaruje prihod u obliku pristojbi, na pocetku ili tijekom trajanja ugovora. Nekoliko raznih teoretskih pravaca koristi se za definiranje razloga koristenja fransiznog poslovanja, odnosa izmedu tvrtki u fransiznom poslovanju te ra- zloga uporabe fransize kao metode rasta. Teorije koje objasnjavaju fransizno poslovanje mogu se promatrati prema tome odnose li se na tvrtku davatelja fransize, na fransizni sustav ili na okruzenje u kojemu fransizni sustav posluje. Rezultati dosadasnjih istrazivanja fransiznog poslovanja poticu nova istrazivacka pitanja te iniciraju koristenje novih teorijskih pravaca za defini- ranje razloga uporabe fransize kao metode rasta poduzetnika.
Kljucne rijeci: fransiza, vrste fransize, agencijska teorija, teorija oskudnosti resursa
Aleksandar Erceg, Ph.D., The Franchise Center, Center for Entrepreneurship Osijek
THEORETICAL FRAMEWORK OF ECONOMICAL FRANCHISE PERSPECTIVE
Summary
Franchise is a way of expanding business, product and service distribution offering a possibility to conduct business under recognizable name claiming to existing if following three requirements are met: 1) an entrepreneur allows the usage his own name, 2) an entrepreneur allows usage of his own business system and 3) an entrepreneur gains profit in form of fees, while enetering the contract and for the time the contract is valid.
A number of various theoretical directions are used to define reasons for using franchise business, relationships between the businesses in the franchise business as well as the reasons for using franchise as a method for business expansion. Theories explaining franchise business can be deemed accordingly whether they refer to a company that is a franchiser, to franchising system or to the milieu in which the franchise system does business.
The results of the last franchise business research pose new research issues and initiate using of new theoretical directions for defining franchising as a method of entrepreneurs expansion.
Key words: franchise, franchising types, agency theory, resource scarcity theor
Dr. Aleksandar Erceg, Zentrum für die Franchise des Unternehmeungszentrums Osijek
THEORETISCHER RAHMEN DER ÖKONOMISCHEN PERSPEKTIVE DER FRANCHISE
Zusammenfassung
Franchise ist eine Art der Verbreitung von Geschäftsführung und der Distribuierung von Erzeugnissen und Dienstleistungen, die die...