Franchising—Paradigm of the Enterprise in the 21st Century

摘要

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.