От мороженого к Интернету. Франчайзинг как инструмент развития и повышения прибыльности вашей компании

Franchising can provide companies with a powerful tool for growth and profitability.

Dr. Scott A. Shane, Professor of Economics and Entrepreneurship, offers a systematic assessment of the advantages and disadvantages of franchising and the best practices for creating a successful franchise system that have received evidence in practice.

The author has collected, synthesized and presented in an accessible way an extensive material of scientific articles and books on the most important issues of franchising. Unlike other publications devoted to this form of entrepreneurship, this book focuses on the strategic issues and challenges faced by the franchisor; eleven rules of successful franchising are considered.

Dr. Shane also offers proven strategies for every aspect of franchising - system development, franchisee search and selection, franchisee management, support, pricing policy, system expansion, and more.

This book is a valuable guide for every executive responsible for evaluating, planning, implementing and managing franchising as a business strategy.