Comparative analysis of franchising in international markets

Abstract

The growing role of franchising at the global level requires its further improvement. This business model has great business potential, especially in the Serbian market, given the current underdevelopment and inaccessibility of information. At the core of our research, we outlined the characteristics of this business model, its impact on business development and at the same time we tried to draw the attention of domestic business entities to the benefits of franchising as a modern way of doing business. We start our research with a focus on the comparative analysis of Serbia, as a very poorly developed market. We then discuss the concept of franchising in Europe, with a special focus on Poland as a country that is ready to export franchising systems, and we continue by providing comparisons with the world's largest markets, namely, the USA and Canada. In this paper, we tried to elaborate on the economic viability of this project, as well as the increasing expansion and importance franchising has been experiencing in the last few years. Emphasis is placed on the use of franchise in many areas of business where there is the possibility of implementing both business models.

Keywords

• franchising
• Serbia
• international market
• comparative analysis