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  1. 1 Organization and Management

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  1. 1 Steinerowska-Streb I.

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  1. 1 2008

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

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Steinerowska-Streb I.
Organization and Management
|
2008
|
issue 2(132)
115-126
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.
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