The Implementation of Partnership Marketing to the Relations between Franchisor and Franchisee

• Authors: Steinerowska-Streb I.
• Languages of publication: PL

Abstracts

EN

Among relationships which take place in the franchising chains the particular role play bonds between franchisor and franchisee. Their special character is based on a unique partnership which exists only in franchising. However, the formal relation linking those entities does not obligate them to different aspects of the teamwork such as: commitment, cooperation, trust ect. Nevertheless such effects can be obtained by implementation of the rules of partnership marketing to the relations linking franchisor and franchisee. The aim of the paper is to identify the determinants influencing the long-term relationships between the parties who sign the franchising contract as well as to analyze the advantages of the implementation of partnership marketing rules to the franchising chains.

Keywords

EN

FRANCHISING; PARTNERSHIP MARKETING

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Polska Akademia Nauk
• Journal: Organization and Management
• Year: 2008
• Issue: 2(132)
• Pages: 115-126
• Document type: ARTICLE

Contributors

author

Steinerowska-Streb I.

• I. Steinerowska-Streb, Akademia Ekonomiczna w Katowicach, ul. 1 Maja 50, 40-287 Katowice, Poland

Identifiers

CEJSH db identifier

08PLAAAA05049589