Franšizno poslovanje kao strategija u trgovini medicinskih tehnologija i opreme

master's thesis

• Title (english): Franchising as a strategy in the trade of medical technology and equipment
• Author: Igor Krpan
• Mentor: Dario Dunković (mentor)
• Committee member: Ivan Kovač (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-07-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Franšiza se javlja kada tvrtka (davatelj franšize) svoje trgovačko ime (brend) i svoj način (sistem poslovanja, know-how) daje na korištenje određenoj osobi ili grupi (primatelju franšize) koja se slaže da će poslovati u skladu s uvjetima ugovora o franšizi. Prisutne su brojne podjele kao i vrste franšiza te franšiznog poslovanja s kojima se moguće susresti u istraživanju i praksi. Razlozi korištenja franšiznog poslovanja najčešće se opisuju korištenjem dviju teorija: agencijskom teorijom i teorijom nedostatka potencijala (resursa). Franšizno poslovanje ima značajan utjecaj na gospodarstvo u svijetu.U trgovini medicinskim tehnologijama i proizvodima ono je relativno nov koncept koji pruža mogućnost inovativnim tvrtkama brži i lakši prodor na tržište koje je tradicionalno iznimno kompetitivno.
U ovom je radu promatrano poduzeće koje je zahvaljujući inovativnosti svog proizvoda,u svoje poslovanje implementiralo koncept franšiza s ciljem optimalnog unaprijeđenja prodaje i stvaranja bolje pozicije na tržištu.
U prvom dijelu razmatra se franšizno poslovanje (definicija, značajke, teorijski okvir i razvoj franšiza), a u drugom dijelu se proučava primjer franšiznog poslovanja u sektoru medicinske djelatnosti.
Cilj ovog rada je analizirati franšizno poslovanje kao strategiju poslovanja u trgovini medicinskih proizvoda i usluga.

Abstract (english)

Franchise occurs when a company (franchisor) makes its brand name and its know-how available to an individual or a group of franchisees which agree to act in accordance with the terms of the franchise agreement. Numerous types of franchise models exist and can be studied. The reasons behind using the franchise business models are usually decribed using two theories: the agency theory and the theory of resources. Franchising, as a business model, has significant impact on the world's economy. Regarding medical sector it is still relatively new concept which provides an opportunity for innovative businesses to penetrate the traditionally demanding and extremely competitive markets.
This paper examines a case study of a company and its new, inovative, high-end medical product. Immplementing the franchise business concept, the company looked to position itself in new markets, improve sales and technical support.
In the first part of the paper, general characteristics, definition, theoretical framework and historical development of franchise business model have been reviewed, while the second part examines the use of certain franchise model in medical business sector.
The aim of this paper is to analyze franchising as a business strategy in terms of trading with medical products and technologies.

• Keywords: franšiza; franšizno poslovanje; medicinska oprema
• Keywords (english): Franchise; Franchised business; Medical product
• Language: croatian
• URN:NBN: urn:nbn:hr:148:357910
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-12-09 17:02:14