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San Francisco Coffee House: An American-Style Franchise in Croatia (CROSBI ID 47712)

Prilog u knjizi | stručni rad

Alon, Ilan ; Alpeza, Mirela ; Erceg, Aleksandar San Francisco Coffee House: An American-Style Franchise in Croatia // Global Franchising Operations Management: Cases in International and Emerging Markets Operations / Alon, Ilan (ur.). Upper Saddle River (NJ): FF Press, 2012. str. 19-35

Podaci o odgovornosti

Alon, Ilan ; Alpeza, Mirela ; Erceg, Aleksandar

engleski

San Francisco Coffee House: An American-Style Franchise in Croatia

On the return to their homeland of Croatia following a six-year visit to the United States, a couple has decided to open their own coffee house, one that is unique to the Croatian environment - a California-style coffee house that offers the quality, service, product assortment, ambiance and efficiency found in sophisticated coffee shops in developed markets, and all for a locally affordable price. The major challenge faced by the couple is how to grow. Specifically, should they consider franchising over organic growth? If so, how should they go about franchising in a country where the market is developing and where franchising is under-regulated, underdeveloped and misunderstood? This case can be used in entrepreneurship, retailing, international marketing or international business classes. The case provides a practical example of when and how to use franchising

franchise, franchise system, franchisor

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Podaci o prilogu

19-35.

objavljeno

Podaci o knjizi

Global Franchising Operations Management: Cases in International and Emerging Markets Operations

Alon, Ilan

Upper Saddle River (NJ): FF Press

2012.

978-0132884143

Povezanost rada

Ekonomija