ACQUISITION AND FRANCHISE AS STRATEGIES FOR EXTERNAL GROWTH OF THE COMPANY

Every company wants to reach a specific goal with its operations. In the long term, many companies aim to expand their business and succeed in new, different markets. To achieve this goal, companies decide on a further step in their business - expansion to new, foreign markets. This paper discusses...

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Bibliographic Details
Main Authors: Kvestek, Marina, Roncevic, Ante, Giergia, Dino
Format: Conference Proceeding
Language:English
Subjects:
Competition
Consumers
Corporate growth
Decision making
Franchises
Franchising
Globalization
Income distribution
Manufacturing
Market entry
Market positioning
Market strategy
Marketing
Polls & surveys
Questionnaires
Surveys
Trade restrictions
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Summary:Every company wants to reach a specific goal with its operations. In the long term, many companies aim to expand their business and succeed in new, different markets. To achieve this goal, companies decide on a further step in their business - expansion to new, foreign markets. This paper discusses marketing strategies for external grow th of companies with a particular focus on acquisition and franchise. A survey involving 207 participants was carried out to explore the concepts of acquisition and franchise. We aimed to assess the extent to which respondents were acquainted with acquisition andfranchise strategies and their awareness of how the individual products and services they use are developed through these strategies. A field survey was conducted using an "online" survey questionnaire (as a research instrument). The research aims to answer three research questions. The respondents are very familiar with marketing strategies. Also, it is important to them what form the company will expand in the market where they buy.
ISSN:1849-6903
1849-6903