巴尔干地区的特许经营：历史、现状和挑战

IF 0.7

Journal of Marketing Channels Pub Date : 2020-01-02 DOI:10.1080/1046669X.2019.1646188

Marko Grünhagen, N. Mumdžiev, Barbara Harča, Tamara Milenković-Kerković, Jasmina Dlačić

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引用次数: 3

摘要

由于巴尔干地区在过去没有以任何全面的方式涉及特许经营，本研究代表了对世界这一地区主题的首次研究，并为新兴经济体特许经营的文献做出了贡献。本研究对比了十个巴尔干国家(阿尔巴尼亚、波斯尼亚和黑塞哥维那、保加利亚、克罗地亚、科索沃、马其顿、黑山、罗马尼亚、塞尔维亚和斯洛文尼亚)特许经营的发展。为每个国家创建了特许经营行业及其历史的全面概述，整合了经济和特许经营基础设施的发展。该研究显示，该地区在官方数据的可获得性、特许经营和披露授权方面缺乏具体立法、特许经营教育和可靠的法律环境等方面存在严重缺陷。对研究人员和政策制定者的启示总结了这项研究。

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Franchising in the Balkans: History, status, and challenges

Abstract Since the Balkans have not been covered with regards to franchising in any comprehensive fashion in the past, this study represents a first look at the topic in this part of the world and contributes to the literature on franchising in emerging economies. This research contrasts the development of franchising in the ten Balkan countries of Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Kosovo, Macedonia, Montenegro, Romania, Serbia, and Slovenia. A comprehensive overview of the franchise industry and its history is created for each country, integrating economic and franchise infrastructure development. The study reveals severe deficiencies in the region with regards to the availability of official data and a lack of specific legislation with regards to franchising and disclosure mandates, as well as education about franchising and a reliable legal environment. Implications for researchers and policy makers conclude the study.

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.