The asset value of franchising

• Authors: Sichel Ricardo Luiz
• Languages of publication: PL EN

Abstracts

EN

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.

Keywords

EN

trademark; internationalization; consumer; intangible assets

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Year: 2018
• Issue: 515
• Pages: 109-124

Contributors

author

Sichel Ricardo Luiz