THE FRANCHISING MARKET PERCEPTION AS A FACTOR OF ENTREPRENEURIAL OPTIONS

Maria Kourmoulaki and Ioanna Siameti
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Maria Kourmoulaki: Management Business Administration, University of the Aegean, 8 Michalon Str., 82100, Chios, Greece
Ioanna Siameti: Management Business Administration, University of the Aegean, 8 Michalon Str., 82100, Chios, Greece

Chapter 101 in Marketing and Management Sciences, 2010, pp 559-562 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThis article investigates the perceptions of entrepreneurs regarding the role of franchise enterprises and their beliefs about their future prospect. Franchising allows an enterprise to respond to the current competitive environment which exists worldwide. Entrepreneurs realise the significance of franchising and its potential. The study was conducted in Greece over a representative sample of 441 of franchising enterprises. The results show that businessmen realise at an increasing rate the possibilities offered by franchising and for this reason choose to do business through it. Particularly those who want to establish their own enterprises, resort to the solution of franchising because of the public perception as regards to franchising.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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