engleski

Challenges of franchising as a model of business growth in Croatia

Franchising represents a distinctive legal form of organization where the development of a business concept and its practical implementation are carried out by two distinct legal entities. This constitutes the expert definition of franchise business; however, it encapsulates much more than that. It is a business model that also fosters economic growth and employment opportunities. Developed countries have long established foundations for integrating this business approach into their economies. In Croatia, no systematic research has been conducted thus far to provide relevant insights into the potency of this expansion method. Nonetheless, the market is evolving, with a constant increase in the number of franchising concepts entering the country, as well as domestic companies opting for this approach to expand their market presence. In addition to reviewing theoretical sources from both domestic and international contexts, this master's thesis delves into the subject matter through a case study analysis of Body Bella, the sole Croatian company in the medical wellness/weight loss sector that expands its operations through franchise sales. As a pioneer in this business model, Body Bella possesses valuable experiences in implementing the franchise approach, which contributes to the practical exploration of the topic. By investigating the case of Body Bella and drawing on both theoretical and practical sources, this research contributes to a comprehensive understanding of the dynamics of franchising. It sheds light on the applicability and impact of franchising as a means of business expansion, particularly within the context of Croatia's unique market conditions. The study not only deepens our insight into the franchising phenomenon but also offers insights and implications that can guide policy decisions, business strategies, and further research in the realm of franchise-based entrepreneurship.

franchising, franchise

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