Franchising in Croatia

Scientific research in the field of franchising as a business model has been conducted for more than 20 years, but it was only during the 1990s that research interest in this area became more intense, particularly research that focused on the global context. During this period franchising became an increasingly interesting business concept to scientists and researchers from different areas, because the variables involved in franchising merit specific study (Combs and Ketchen, 2003) to entrepreneurship experts, because franchising represents a driving force for starting a business venture; to marketing experts, because it represents one of the main distribution channels in new economies; to strategic management experts, because it represents and important organizational form; and to financial experts, because they are interested in capital investment structures in franchise businesses.