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Franchise Management and the Greek Franchise Industry
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Author(s): Alexandra Homata (Hellenic Capital Market Commission, Greece), Athanassios Mihiotis (Hellenic Open University, Greece)and Alexia Mary Tzortzaki (Technological Educational Institute of Crete, Greece)
Copyright: 2017
Pages: 31
Source title:
Factors Affecting Firm Competitiveness and Performance in the Modern Business World
Source Author(s)/Editor(s): Aspasia Vlachvei (Western Macedonia University of Applied Sciences, Greece), Ourania Notta (Alexander Technological Educational Institute of Thessaloniki, Greece), Kostas Karantininis (Swedish University of Agricultural Sciences, Sweden)and Nicholas Tsounis (Western Macedonia University of Applied Sciences, Greece)
DOI: 10.4018/978-1-5225-0843-4.ch009
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Abstract
In this chapter, the development and growth of franchising is studied through the collection and comparison of statistical data from several countries with a special focus on Greece. The business concept of franchising, its different types as well as its advantages and disadvantages are investigated especially under the pressures of the current economic crisis. With Greece being one of the worst hit countries, this paper, suggests that that franchising is one of the most viable, low risk business models and possibly a pathway to re-igniting entrepreneurial activity. To argue the case, the authors present a historic account of the development of franchising in Greece; an analysis of the current Greek business climate and the ease of doing business in Greece; Greek market trends in relation to franchise activity; Greek franchise market prospects and limitations. The paper ends with proposed implications especially aimed towards managers of franchise businesses in Greece.
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