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1 FRANCHISE

1.1.

franchise

. franchise , , . , , , , , , ...1 , , , . Franchise (European Franchise Federation EFF) franchising marketing , ,1

. , Franchising: , 2002, . 33.

6

franchisee,

, franchisor franchisees. , , , , , franchisor, . International Franchise Association, franchise . franchisor franchisee . franchise, , franchise , , , , , . , (entry fee) (royalties). franchisors franchisees , . franchise , . 7

, , . franchise .

1.2.

franchising

franchising francher . , franchising . . franchising . , . 16 . , . franchising 1863 , Singer franchising. , . franchising 1961 Ray Kroc Dick Maurice McDonalds. , Kroc

8

franchising . , Kroc Hamburger University, . , franchising franchising. Kroc 1.500 30.000 118 . . 1950, franchising. franchising 70. 80, . franchising Goodys , 1976 . , 90, .

1.3.

franchise

franchisor franchise . franchisor franchisor

9

: 1.3.1. franchising (Direct Franchising) franchising Franchising franchisor franchisee . : i. Franchising . franchisor franchise franchisee . :2 franchisor , . , , ... franchisee . . . .

ii. . franchisor franchisor Franchising . ( ) . .2

Gramatidis Y. International Franchising: An in-depth Treatment of business and legal Techniques.

10

iii. (Area Development Management). franchisee, , franchise . 1.3.2. Franchising (Master Franchising) Master Franchise Master Franchisee, , franchising sub franchisees . Master Franchisee franchisor franchisee, franchisees franchisor franchisor franchisee. Master Franchise , franchise. Master Franchisee royalties Sub Franchisee . Master Franchise :3 franchisor Franchise. managers franchisor . , , , ..., franchising . . 3

Gramatidis (1991)

11

, . franchisor .

1.3.3. (Joint Venture) (Joint Venture). franchisor Joint Venture , , Joint Venture . franchisor Franchising. Joint Venture : franchisor

franchise , Venture. franchisor Joint Venture . , , ..., .

1.4.

franchise

12

Franchising Franchising. , 4. Franchising : . . Franchising , Franchising , Franchising Franchising. . Franchising. Franchising, Franchising,

Franchising, Franchising , Franchising , Franchising Franchising . . , Franchising . Franchising Franchising . Franchise. , . , .

1.4.1. Franchising . Franchising:4

. , , , . 197

13

Franchising : franchising franchise . , , . Franchising . : Franchising : , , . , Neoset (), Caravan, Benetton .. Franchising : , , 5. . Goodys, McDonalds, FolliFollie .. : . , ..

5

. , Franchising: , , . 45 46.

14

Franchising . Franchising , , , . Franchising . Franchising Franchising . , , , , ... franchising.

Franchising . . franchising . . , . , (.. ), (.. ). franchising , Coca-Cola, Pepsi-Cola, Seven-up ..

Franchising. franchising franchising ,

15

. , ... franchising, , . .

1.4.2. Franchising . Franchising. franchising . . , . , . , . , . franchising . Roma Pizza . Franchising. franchising

16

, franchise, franchising . , , franchising . shop in the shop. Franchise, . NOTOS GALLERIES HONDOS CENTER. Franchising. 50%, . , , . , . , franchising . Franchising . Franchising , . . . ,

17

. , . , , . Olympic Plaza , Everest, Goodys ... Franchising . , , franchising . , . : 1. franchisor franchisee franchising. 2. . , franchising. Franchising. franchising .

18

, , . . Franchising . franchising franchising, , / . , .

1.4.3. franchising , Franchising . Franchising . . . , . Franchising , . , ,

19

. franchising. Goodys, .. Franchising . Franchising . Franchising . , , .. . , , Scholars .

20

2: FRANCHISE

2.1.

franchise

franchise . . , franchise . , franchise. franchise, : 1. : franchise : . , . . . .

2.

:

21

franchise brand name, . brand name . franchise , . : : . : . : . , , franchisor , . : . . Marketing: franchisors franchisees : . franchisees marketing . franchisee .

22

marketing , , .

3.

: franchise . . , franchisor (know - how) franchisee. , franchisor , .

4.

franchisee . : . . . . . . . . . . . . 23

, franchisees .

5.

franchisees: franchisees . franchisees .

6.

franchisees: franchisee franchisor. franchisor . , , , ...6

7.

: , . .

64

Franchise Emporium, 2008, . 39

24

2.2.

franchise

franchise franchisor franchisee. , , , . , Franchise, , . Franchisor Franchisees, Franchise. .

1.2.1. Franchise Franchise : . . , Franchisor Franchisee . , , , .. ***

.

25

, Franchise, . , , , , Franchisor Franchisee *** , Franchisor . , , Franchisee Franchisor, ***

. .

. Franchisor Franchisor Franchise ***: Franchisor Franchise Franchisee

. Franchise.

26

, ,

Franchisor. Franchisee . , , , Franchisor . , Franchisor . Franchise, Franchisee .

. Franchisor Franchisee Franchise *** Franchisor Franchise, . Franchisor . , Franchisor.

27

. , , Franchise , Franchisor.

. Franchise , , , , , , , . Franchisee , Franchisor , Franchise.

2.3.

Franchise

3.2.1. franchisor 1. 2. . .

28

3.

. , , ... . .

4.

.

. 5. . . 6. 7. 8. 9. 10. Franchise. . . . ( Franchisor) ( Franchisee) : Franchising. 11. 12. . .

2.3.2. Franchisee 1. Franchisee

.

29

2.

O Franchisee Franchisor .

3.

Franchisee .

4. 5. 6.

Franchisee Franchisor . Franchise Franchisor, Franchisee . Franchisee , , , , ... Franchisor.

7.

Franchisee Franchise Franchisor, .

8.

Franchisee Franchisor Franchisees .

9.

Franchisee Franchise .

10.

Franchisee Franchise .

11.

Franchisor Franchisee, Franchisees.

2.3.3. 30

1.

, , .

2.

franchise .

3.

Franchise .

2.4. Franchise2.4.1. Franchisor 1. 2. 3. 4. 5. 6. Franchisor Franchisees. Franchisees Franchisor, . Franchisee . Franchisee , Franchisor . Franchisor Franchisee . Franchisees Franchisor.

3.4.2. Franchisee

31

1.

Franchisor .

2.

Franchisee Franchise Franchisor.

3. 4. 5.

Franchisor Franchisee. Franchise . Franchisee Franchisor.

3.4.2. Franchising .

32

3: FRANCHISE

3.1.

franchise franchise, , . 70, 90. franchise 20, 90 , 4 5. 1999 2007, , .

3.1.1. 7 , 2.300 12% , 74,5% franchise, 12,3% shop in a shop 1,2% corner. 1999 2001 40% , 2002 2003 20%, 7

Franchise Success, 34, - 2008, . 124-125.

33

2005 9% 2007 10% 16% 2006. 1

: 1999 2000 2001 2002 2003 2004 2005 2006 2007 167 221 216 218 206 184 271 248 275 FRANCHIS E 211 333 489 831 1049 1182 1238 1540 1713 SHOP IN A SHOP 30 32 79 104 139 287 272 273 284 CORNE R 23 23 28 408 586 784 1153 1394 1653 1804 2084 2300

: FRANCHISE SUCCESS

3.1:

2500 2000 1500 1000 500 0 CORNER SHOP IN A SHOP FRANCHISE

1999

2001

2003

2005

2007

2

: FRANCHISE 199 9 200 0 40,9% 37,7% 51,7% 81,6% SHOP IN A SHOP 7,4% 7,8% CORNER 100% 100%

34

200 1 200 2 200 3 200 4 200 5 200 6 200 7

27,6% 18,9% 14,8% 11,1% 15,0% 11,9% 12,0%

119,9% 203,7% 257,1% 289,7% 303,4% 377,5% 419,9%

19,4% 25,5% 34,1% 70,3% 66,7% 66,9% 69,6%

5,6% 5,6% 6,9%

100% 100% 100% 100% 100% 100% 100%

: FRANCHISE SUCCESS

3.2: 250044% 47% 1804 2300 2084 1653 1394 1153 21% 784 408 586 9%

50% 45% 40% 35% 30% 25%

200034%

1500 1000 500 0

19%

20%16% 10% 15%

10% 5% 0%

1999 2000 2001 2002 2003 2004 2005 2006 2007

3.1.2. 8 , franchise, .

8

Franchise Success, 34, - 2008, . 126 - 127.

35

concept , franchise , .

3

: 228 248 324 406 485 457 364 433 394 FRANCHIS E 553 682 786 845 884 870 998 1006 1075 SHOP IN A SHOP 6 11 11 23 28 75 92 37 CORNE R 56 781 936 1121 1262 1392 1355 1437 1531 1562

199 9 200 0 200 1 200 2 200 3 200 4 200 5 200 6 200 7

: FRANCHISE SUCCESS

36

1800 1600 1400 1200 1000 800 600 400 200 0 1999 2000 2001 2002 2003 2004 2005 2006 2007

CORNER SHOP IN A SHOP FRANCHISE

1 4

: 1999 2000 2001 2002 2003 2004 2005 2006 2007 29,2% 26,5% 28,9% 32,2% 34,8% 33,7% 25,3% 28,3% 25,2% FRANCHIS E 70,8% 72,9% 70,1% 67,0% 63,5% 64,2% 69,5% 65,7% 68,8% SHOP IN A SHOP 0,6% 1,0% 0,9% 1,7% 2,1% 5,2% 6,0% 2,4% CORNER 3,6% 100% 100% 100% 100% 100% 100% 100% 100% 100%

: FRANCHISE SUCCESS1790 1590 1390 1190 990 790 590 390 190 -10 1999 2000 2001 2002 2003 2004 2005 2006 2007 -3% 936 781 20% 20% 1262 1121 13% 10% 6% 7% 2% 1392 1355 1437 1531 1562

2

37

3.1.2. 9 5,3% franchise, 10,6% , 48,4% 48,5% franchise. 65% , . , , . franchise.

5

- : 199 9 200 0 200 1 200 2 200 3 2009

FRANCHISE 176 267 378 379 432 552

228 285 354 402 548 619

SHOP IN A SHOP 1 1 35 45 55

CORNE R -

405 552 733 816 1025 1226


38

4 200 5 200 6 200 7

786 815 869

730 813 871

54 55 56

-

1570 1683 1796

: FRANCHISE SUCCESS

2000 1800 1600 1400 1200 1000 800 600 400 200 0 1999 2000 2001 2002 2003 2004 2005 2006 2007

CORNER SHOP IN A SHOP FRANCHISE

3

6

: 199 9 200 0 56,3% 5163,0% FRANCHISE 4345,7% 4837,0% SHOP IN A SHOP 0,2% 0,0% CORNE R 0,0% 0,0% 100% 100%

39

200 1 200 2 200 3 200 4 200 5 200 6 200 7

4829,5% 4926,5% 5346,3% 5048,9% 5006,4% 4842,5% 4838,5%

5156,9% 4644,6% 4214,6% 4502,4% 4649,7% 4830,7% 4849,7%

13,6% 4,3% 4,4% 4,5% 3,4% 3,3% 3,1%

0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0%

100% 100% 100% 100% 100% 100% 100%

: FRANCHISE SUCCESS

2000 1800 1600 1400 1200 1000 800 600 400 200 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 11% 7% 20% 36% 33% 26% 28%

0,4 0,35 0,3 0,25 0,2 0,15 7% 0,1 0,05 0

4

3.1.2. 1010


40

, , franchisees. 7

: 199 9 200 0 200 1 200 2 200 3 200 4 200 5 200 6 200 7 27 58 102 104 98 112 231 253 278 FRANCHISE 62 147 180 184 206 333 634 816 1082 SHOP IN A SHOP 4 23 25 55 101 88 89 140 CORNE R 25 30 89 209 305 313 359 546 953 1183 1530

: FRANCHISE SUCCESS

41

1800 1600 1400 1200 1000 800 600 400 200 0 1999 2000 2001 2002 2003 2004 2005 2006 2007CORNER SHOP IN A SHOP FRANCHISE

5 8

: 199 9 200 0 200 1 200 2 200 3 200 1800 4 200 1600 5 200 1400 6 1200 200 7 1000800 52% 600 400 200 3% 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 0% 15% 46% 24% 29% 40% 20% 60%

FRANCHISE 69,7% 70,3% 59,0% 58,8% 57,4% 61,0% 66,5% 69,0% 70,7%

30,3% 27,8% 33,4% 33,2% 27,3% 20,5% 24,2% 135% 21,4% 18,2%

SHOP IN A SHOP 0,0% 1,9% 7,5% 8,0% 15,3% 18,5% 9,2% 7,5% 9,2%

CORNE R 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 0,0% 2,1% 2,0%75%

100% 100% 100% 100% 100% 100%160%

100%

140%

100% 120% 100% 100%80%

: FRANCHISE SUCCESS

42

6

3.2. franchise 11 2007 franchise , , , ... , franchise , . 544 16.880 . FRANCHISE SUCCESS THE FRANCHISE CO.

911

Franchise Success, 33, 2008, . 110 118.

43

- : FRANCHISE SUCCESS

157 56 29 66 38 58 82 58 544

(%) 28,9% 10,3% 5,3% 12,1% 7,0% 10,7% 15,1% 10,7% 100,0%

/ 3.915 2.300 1.796 1.530 745 1.201 3.831 1.562 16.880

(%) 23,2% 13,6% 10,6% 9,1% 4,4% 7,1% 22,7% 9,3% 100,0%

10,7% 28,9% 15,1%22,7%

9,3% 23,2%

10,7% 7,0% 12,1% -

10,3% 5,3%

13,6% 7,1% 4,4% 9,1% - 10,6%

7

8

franchise 28,9%, 15,1%, 12,1%, 10,7% 10,3%, 5,3%. 544 23,2% 3.915 22,3% 3.831 , 13,6% 2.300

44

10,6% 1.796 . 745 4,4%. , . , franchise , . 10

& 199 9 200 0 200 1 200 2 200 3 200 4 200 5 200 6 200 718.000 16.000 14.000 12.000 10.000 8.000 6.067 6.000 4.000 2.000 1999 2000 2001 2002 2003 2004 2005 2006 2007 4.331 27% 9.983 8.950 7.730 16% 12% 15% 17% 11% 11.469 40% 13.365 14.818

FRANCHISE 2.594 3.799 4.726 5.590 6.092 6.913 7.865 8.706 10.294

1.582 2.001 2.596 2.838 3.150 3.463 4.206 4.394 4.688

SHOP IN A SHOP 99 166 298 410 593 956 1.142 1.559 1.687

CORNER 56 101 110 112 148 137 152 159 2110,45 0,4 0,35 0,3 0,25 0,2 14% 0,15 0,1 0,05 0

4.331 6.067 7.730 8.950 9.983 11.469 13.365 14.818 16.880

: FRANCHISE SUCCESS16.880

45

9

, , concept franchise , . , franchise , , , . 11

2000 2001 2002 2003 2004 2005 2006 2007 419 595 242 312 313 743 188 294 FRANCHISE 1205 927 864 502 821 952 841 1588 SHOP IN A SHOP 67 132 112 183 363 186 417 128 CORNER 45 9 2 36 -11 15 7 52 1736 1663 1220 1033 1486 1896 1453 2062

: FRANCHISE SUCCESS

2007 14% 11% 2006. , , 2007 , . 11, 2007 2.062 , 1.583 2006, 1.588 franchise, 841 2006. franchise 2007 88%, .

46

franchise 2 : franchise multi-unit franchise .

12

- : FRANCHISE SUCCESS FRANCHISE 4% 24%

173 27 54 25 22 20 12 -39 294

FRANCHIS E 378 173 58 266 204 16 424 69 1588

SHOP IN A SHOP 65 11 1 51 -17 43 29 -55 128

CORNER -32 5 0 5 -8 21 5 56 52

584 216 113 347 201 100 470 31 2062

2% 23% 28%

26% 5% 10% 17% -

1% 13% -

11% 4% 17%

10% 5%

10

11

12, 2007 franchise.

47

franchise, 12, 26%, 24% 17%. , 13, 28%, 23% 17%. , franchise multiunit multi brand franchise. . concept .

3.3. franchise . franchise . , . , franchise . , . franchise , , . , franchise, . . 48

, 50%. . ( , ) . franchise . , , . Franchise , . franchise franchise. , 596 17.000 franchise. 3.2.1. . Franchise, . concept , . Franchise management . Franchisors

49

managers, ( ). concept , . Franchisors .

3.4. franchise franchise 1996, , franchise . 50 . , franchisors, , , , . . , . Franchise :

50

. Franchising , Franchise. . , , franchisors franchisees. . Franchise. . Franchise , . . , Franchise Franchise , . . Franchise . . Franchise. . franchisors . . Franchise.

51

Franchise Franchising (European Franchise Federation). (World Franchise Council) Franchising (International Franchise Accossiation).

4: FRANCHISOR FRANCHISEE

4.1. franchisee franchise, , . franchise franchisor. franchisee franchise

52

, franchise . franchisee, franchise . franchise, franchisee . . , franchise . franchisor franchisee , , , . , franchisee . , . franchisor franchise, , franchisor. , franchisee franchisor . , franchisee franchisor. , franchisee franchise , . franchisor franchise. franchisee 53

, franchisor.

4.2. franchisee. , franchisee franchisor . , franchisors franchisees franchise. , franchisee, franchisor . , franchisee . , franchisees , franchisor . franchisor franchisees. franchisees franchisors . , franchisee franchisor. franchisees , franchisor , franchisor. ,

54

franchisee franchisor, franchisor . , franchisor franchisees. franchisee franchisor franchise . , franchisors franchisees. franchise franchisee franchisor. , . , .

4.3. franchisee franchisor franchisor franchisee . franchise franchisee . Green Franchise . , franchisee franchisor, . , franchise , .

55

Mendelsohn, franchisee franchisor franchise: franchise, marketing franchise . franchisees franchisor, franchisor franchisee . . , Mendelsohn . : franchisee . franchisee O franchisee franchisee franchisor franchisee franchisor franchisee O franchisee . franchisee . . franchisor . franchisee Franchisor

franchise. . franchise. . franchisor.

franchisor franchisee.

.

56

, Franchisee Franchisor , . , Graig Nathan, : Glee Stage ( ):

franchisee franchisor, . , . Fee Stage ( ):

franchisee , franchisee . , . Franchisor . Me Stage ( ): franchisee , franchisor. franchisee franchisor . Free Stage ( ):

franchisee . franchisor.

57

, . franchise, . See Stage ( ):

franchisee . franchisor . We Stage ( ):

franchisee franchise franchisor. franchisor . , Franchisee Franchisor .

4.4. franchisee franchisor franchise . franchisee franchisor. franchise franchisee. ,

58

franchisee , . franchisees , Mendelsohn, : franchisor, franchisee , . franchisor, franchisees. franchisee, , , franchisor. Spinelli Birley franchisees franchise : franchisee franchisor. franchisor.

(. 1) Franchise, Franchisee Franchisor. Franchisee Franchisor , . Franchisee Franchisor Franchise . , Franchisee . Franchisor

59

. , Franchisee Franchisee Franchisor .

Franchisee

Franchisor . . . Franchisor . Franchisee Franchisor . Franchise . Franchisee Franchisor. franchisor . . franchisee franchisor .

60: Hall P and Dixon, R. (1989), Franchising, Natwest Small Business Bookshelf, Pitman Publising London.

franchisee. franchisor. Chalder Halks , . , . Franchise. franchisee . franchisor, , franchisee .

61

franchisees franchise. franchisees, franchisor , , . franchisee :12 franchisor . franchisor franchisees. . . franchisor. , . franchisor. , franchisee :13 franchisor. . . franchisor. franchisees . .

12 13

Franchise Success. Franchise Success.

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