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INTERNATIONAL FRANCHISING IN THE FASHION INDUSTRY - THE FRANCHISEE AND FRANCHISE STORE MANAGERS PERSPECTIVE

Vito Bobek   ORCID icon orcid.org/0000-0003-4019-2433 ; University of Applied Sciences FH Joanneum, Graz, Austria, University of Maribor, Slovenia
Johanna Eline Maier-Kros ; Project Manager Global Key Accounts at XAL GmbH, Graz, Austria
Anita Maček ; University of Applied Sciences FH Joanneum, Graz, Austria, Doba Business School Maribor, Slovenia
Tatjana Horvat ; University of Primorska, Koper, Slovenia, Faculty of Management

Puni tekst: engleski, pdf (501 KB) str. 359-379 preuzimanja: 273* citiraj
APA 6th Edition
Bobek, V., Maier-Kros, J.E., Maček, A. i Horvat, T. (2019). INTERNATIONAL FRANCHISING IN THE FASHION INDUSTRY - THE FRANCHISEE AND FRANCHISE STORE MANAGERS PERSPECTIVE. Ekonomska misao i praksa, (1), 359-379. Preuzeto s https://hrcak.srce.hr/221039
MLA 8th Edition
Bobek, Vito, et al. "INTERNATIONAL FRANCHISING IN THE FASHION INDUSTRY - THE FRANCHISEE AND FRANCHISE STORE MANAGERS PERSPECTIVE." Ekonomska misao i praksa, vol. , br. 1, 2019, str. 359-379. https://hrcak.srce.hr/221039. Citirano 13.06.2021.
Chicago 17th Edition
Bobek, Vito, Johanna Eline Maier-Kros, Anita Maček i Tatjana Horvat. "INTERNATIONAL FRANCHISING IN THE FASHION INDUSTRY - THE FRANCHISEE AND FRANCHISE STORE MANAGERS PERSPECTIVE." Ekonomska misao i praksa , br. 1 (2019): 359-379. https://hrcak.srce.hr/221039
Harvard
Bobek, V., et al. (2019). 'INTERNATIONAL FRANCHISING IN THE FASHION INDUSTRY - THE FRANCHISEE AND FRANCHISE STORE MANAGERS PERSPECTIVE', Ekonomska misao i praksa, (1), str. 359-379. Preuzeto s: https://hrcak.srce.hr/221039 (Datum pristupa: 13.06.2021.)
Vancouver
Bobek V, Maier-Kros JE, Maček A, Horvat T. INTERNATIONAL FRANCHISING IN THE FASHION INDUSTRY - THE FRANCHISEE AND FRANCHISE STORE MANAGERS PERSPECTIVE. Ekonomska misao i praksa [Internet]. 2019 [pristupljeno 13.06.2021.];(1):359-379. Dostupno na: https://hrcak.srce.hr/221039
IEEE
V. Bobek, J.E. Maier-Kros, A. Maček i T. Horvat, "INTERNATIONAL FRANCHISING IN THE FASHION INDUSTRY - THE FRANCHISEE AND FRANCHISE STORE MANAGERS PERSPECTIVE", Ekonomska misao i praksa, vol., br. 1, str. 359-379, 2019. [Online]. Dostupno na: https://hrcak.srce.hr/221039. [Citirano: 13.06.2021.]

Sažetak
Operating a fashion franchise network in emerging markets comes along with great geographical distances. Besides, operating a franchise network includes the management of different approaches as the franchisor; franchisee and franchise store managers take major positions in the operational executions, but all at different levels. A franchisor sets the strategic planning, whilst the franchisee maintains a tactical approach and the franchise store managers perform solely at operational level whilst at this place the strategic, tactical and operational planning must come together. In order to ensure the accomplishment and maintenance of an ultimate brand image and experience, the franchisor establishes brand standards. This article investigates how international fashion companies can implement and assure brand standards and qualities among their franchise networks in emerging markets. Qualitative research conducted by the authors has given an insight into the general motives for fashion companies franchising their businesses in emerging markets and the implementation of brand standards, assuring quality and control, and challenges in operating franchise stores.

Ključne riječi
franchising; fashion industry; emerging markets; brand standards

Hrčak ID: 221039

URI
https://hrcak.srce.hr/221039

Posjeta: 492 *