prikaz prve stranice dokumenta The impact of promotion in franchising
  Download
PDF 153.28 KB
Scientific paper - Preliminary note / Short communication
The impact of promotion in franchising
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, XXVII (2014), 2; 285-296. urn:nbn:hr:145:834284
Buljubašić, Iva; Borić, Marta

Cite this document

Buljubašić, I. & Borić, M. (2014). The impact of promotion in franchising. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, XXVII. (2), 285-296. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:834284

Buljubašić, Iva and Marta Borić. "The impact of promotion in franchising." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. XXVII, no. 2, 2014, pp. 285-296. https://urn.nsk.hr/urn:nbn:hr:145:834284

Buljubašić, Iva and Marta Borić. "The impact of promotion in franchising." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues XXVII, no. 2 (2014): 285-296. https://urn.nsk.hr/urn:nbn:hr:145:834284

Buljubašić, I. and Borić, M. (2014) 'The impact of promotion in franchising', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, XXVII(2), pp. 285-296. Available at: https://urn.nsk.hr/urn:nbn:hr:145:834284 (Accessed 22 December 2024)

Buljubašić I, Borić M. The impact of promotion in franchising. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2014 December 24 [cited 2024 December 22];XXVII(2):285-296. Available at: https://urn.nsk.hr/urn:nbn:hr:145:834284

I. Buljubašić and M. Borić, "The impact of promotion in franchising", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. XXVII, no. 2, pp. 285-296, December 2014. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:145:834284. [Accessed: 22 December 2024]

Please login to the repository to save this object to your list.
Metadata
Title (english)The impact of promotion in franchising
AuthorIva Buljubašić
AuthorMarta Borić
Author's institutionJosip Juraj Strossmayer University of Osijek
Departement of Culturology
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
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.
Keywords (english)
Languageenglish
Publication typeScientific paper - Preliminary note / Short communication
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. XXVII, no. 2, pp. 285-296
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:834284
Publication2014-12-24
Document URLhttp://hrcak.srce.hr/132837
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2017-04-12 11:31:41