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Description:
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Objectives:
Franchise is considered as a business model in the crisis period, the reasons to
choose this form of business is its capability of expanding markets and products
without spending too much cost, capital investment for research, because most
of the marketing support from franchisor. Moreover, before the franchise, the
franchisor has been recognized in the market as well as in the consumers’
awareness. Hence, the choice of this business model is one of the necessary
and accurate conditions to concern in the economic crisis. However, in the last
period, this model in our country seemed to have leveled off. Therefore, the
paper aims to find out measures to develop franchising activities in economic
post-crisis period.
Main contents:
Chapter 1: Franchising literature review
Chapter 2: The situation of franchising in Vietnam during economic crisis
Chapter 3: Recommendations to improve the effectiveness of franchising in
economic post-crisis period
Results obtained:
Clarification of measures to develop the business by franchising from 2010
onwards as: - Doing business environment research
- Brand building before franchising
- Protecting intellectual property
- Human resources training, building franchising processes, standardizing
franchising contract
- Selecting the right partners, doing research about the products
- Self-assessment of business capability
- Being a franchisee of successful brands |