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1、IvaBuljubašić,MartaBorić:TheimpactofpromotioninfranchisingIvaBuljubašićMartaBorićUDK659.1:339.187.44JosipJurajStrossmayerJosipJurajStrossmayerPreliminarycommunicationUniversityofOsijekUniversityofOsijekOdjelzakulturologijuOdjelzakulturologijuReceived:October21,2014Trg.Sv.Trojstva3,31000OsijekTrg.Sv.
2、Trojstva3,31000OsijekAcceptedforpublishing:December9,2014buljubasic.unios@gmail.com,marta.boric5@gmail.com,ibuljuba@kulturologija.unios.hr,mboric@kulturologija.unios.hr,Phone:+38531224204Phone:+38531224204THEIMPACTOFPROMOTIONINFRANCHISINGAbstractFranchisingisamodelofcompanygrowth,whichsignificantlyr
3、educesuncertaintyintheriskieststagesofgrowth:businessstart–upandgrowthphase. Theimpactofpromotion infranchisinghasnotbeeninvesti-gatedinrelevantliterature.Therefore,thispaperexaminestheimpactofpromotiononfranchisingthroughunconventionalmarketingontheexampleofprivatecompanyXwhichisthemaincontextofthe
4、presentstudy. ThisprivatecompanyXwaschosenasarelevantexamplebecauseitwasselectedin2012asoneofthemostsuccessfulCroatianfranchiseecompaniesinthesegmentofautomotiveindustryandalsobecauseofthequalityofservice.Theresultsshowthatthemostsuccessfulpromotionaltoolis“wordofmouth”thatattractsthelargestnumberof
5、clients.However,itmustbeemphasizedthatconventionalmarketingisveryimportant,too,becauseitcontributestothevisibilityofthecompany.Conventionalmarketingisadiversefieldwhichincludesmanyformsofadvertisinglikeprint,broadcast,directmail,telemarketingetc.andisstillwidelyrecognizedbytheaudience.Keywords:franc
6、hising,franchisee,franchisor,promotionGod.XXVII,BR.2/2014.str.285-296285IvaBuljubašić,MartaBorić:Theimpactofpromotioninfranchising1.Introductionitwasdecidedtoresearchtheimpactofpromo-tioninfranchisinginfranchiseeprivatecompanyX.PromotionisoneofthemostimportantelementsFranchisingisabusinessmodelinwhi
7、chcompanyofmarketingmixanditcanhelpfranchisortoat-sellstherighttouseitstradename(brand)andthetractalargenumberofcustomersorclientstoitswayofbusinesstoanothercompanywhichinturnproductsorservices.Accord
