Title:

The asset value of franchising

Group publication title:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Title in english:

Research Papers of Wrocław University of Economics

Creator:

Sichel, Debora Lacs

Subject and Keywords:

trademark ; internationalization ; consumer ; intangible assets ; znak towarowy ; internacjonalizacja ; konsument ; aktywa niematerialne

Description:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2018; Nr 515; s. 109-122

Abstrakt:

Franchising is perceived as a marketing concept used to expand business. The paper discusses the development of franchising agreements in the context of the expansion of a trademark from a local or national level to international markets. It aims at determining how the economic integration has contributed to the development of franchising agreements. The author focuses on the fashion industry and analyses two different international brands: H&M and Zara, taking into account their market targets and international expansion

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2018

Resource Type:

artykuł

Format:

application/pdf

Resource Identifier:

doi:10.15611/pn.2018.515.08

Language:

eng

Relation:

Global Challenges of Management Control and Reporting ; Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2018; Nr 515

Rights:

Pewne prawa zastrzeżone na rzecz Autorów i Wydawcy

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-NC-ND 3.0 PL

Location:

Uniwersytet Ekonomiczny we Wrocławiu