The subject of this paper is a comparison of different modalities of entering the foreign market. By choosing the appropriate modality for entering the foreign market, the company can successfully develop its capabilities and potentials, face various risks and unknowns, but also make a good profit. Many companies simply do not dare to enter the foreign market for fear of numerous risks and the possibility of failure. Unfortunately, many entrepreneurs start entrepreneurial ventures out of necessity rather than desire. In the world of advanced technology, increasing internationalization and globalization, it is not enough to stay only in the national market, because every day there is threatening competition from the environment. Foreign trade is necessary because there is almost no country that can meet all its needs without importing. There are many motives of the company for internationalization, but the basic motive is to make the profit needed for the future and progress of the business. Companies most often choose the classic model of entering the international market, which is export. In addition to exports, companies can opt for a number of other strategies and modalities, but the great advantages come with the choice of franchise and licensing business, which is elaborated in more detail in this thesis. In Croatia, small, medium and large companies resort to exports as a model of entering foreign markets. But we need to ask ourselves, are we exporting enough? Why do we import groceries and things that Croatia abounds in while our indigenous products are declining? In this thesis you will be able to find some of the proposals on how to improve exports in the Croatia and what are the incentives for entrepreneurs to engage in franchising and licensing operations that provide exceptional opportunities for progress.