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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Franchising—Paradigm of the Enterprise in the 21st Century
Author(s)
Jozef Orgonáš, Róbert Rehák
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DOI:10.17265/2328-2185/2020.02.002
Affiliation(s)
University of Economics in Bratislava, Bratislava, Slovakia
ABSTRACT
Franchising as a specific form
of business is one of most interesting and perspective forms of doing business in
the 21st century. The present circumstances on the market touched by the crisis
require (expected in 2021) the permanent looking for the certainty for the enterprises.
One of it is franchising. It concerned the classical closed vertical distribution
system, which is managed on contractual basis and one of the system members, named
franchisor, connects some levels in the production-distribution chain. His partner is a franchisee. Both partners are searching for the optimal level of
correlative relationship. It is a dynamic commercial system, which represents a
modern form of cooperation between the enterprises. Franchising is regarded as a
progressive marketing strategy. It is one of few forms of entrepreneurship without
stagnation in the crisis period, as well.
KEYWORDS
entrepreneurship, business, competitiveness of company, franchising
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