FRANCHISING IN MACEDONIA – OPPORTUNITIES AND THREATS

Aleksandar Erceg and Vera Boškovska
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Aleksandar Erceg: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Croatia
Vera Boškovska: University of Tourism and Management in Skopje, Republic of North Macedonia.

UTMS Journal of Economics, 2020, vol. 11, issue 2, 171-182

Abstract: Franchising as a business model is present in the global economy in the current form from the 1950-ties and from the moment Ray Kroc started with McDonald's franchising system. Worldwide, this business model has proven itself an excellent way to grow and geographic expansion of the business. Many different and famous companies are using franchising to grow their business, but since the 1990-ties franchising has been part of the western and developed world. Franchising in Macedonia is present since the beginning of 1990-ties and starting the market economy and its independence. But although there are some movements, franchising as a way of growing business and creating new ventures did not develop in Macedonia. Thus, the paper aims to understand this situation's reason and identify opportunities and threats franchising in Macedonia face. The first part of the paper gives a literature review on franchising and research on franchising in Macedonia. In the second part of the paper, a current franchising situation in Macedonia is provided. In the third part, empirical research is presented. The study investigated the measurement of perceptions about the perspectives of the development of franchising in Macedonia. Short empirical survey results were compared with similar research conducted in Croatia in 2006 (Alon, Alpeza and Erceg, 2007) and 2014 (Alpeza, Erceg and Oberman Peterka, 2015). The research results were presented in the form of a PEST analysis. Finally, in the last section, conclusions and the proposals for further research are given.

Keywords: franchising; business model; growth opportunities; Macedonia (search for similar items in EconPapers)
JEL-codes: M19 M21 (search for similar items in EconPapers)
Date: 2020
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