Petra Mezulić Juric

Tihana Koprivnjak

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443God. XXXI, BR. 2/2018. str. 443-444BOOK REVIEW “FRANCHISING IN EASTERN EUROPE - YESTERDAY, TODAY, TOMORROW”Tihana KoprivnjakJosip Juraj Strossmayer University of OsijekFaculty of Economics in OsijekTrg Ljudevita Gaja 7,31000 Osijek, Croatiatihana@efos.hr+385912244026Petra Mezulić JuricJosip Juraj Strossmayer University of OsijekFaculty of Economics in OsijekTrg Ljudevita Gaja 7,31000 Osijek, Croatia pmezulic@efos.hr+385912244132Tihana Koprivnjak, Petra Mezulić Juric: Book review “Franchising in Eastern Europe - yesterday, today, tomorrow”PUBLISHER: Josip Juraj Strossmayer University in Osijek, Faculty of Economics in OsijekPLACE AND YEAR: Osijek, 2018.Number of pages: 166ISBN: 978-953-253-149-7 (print issue) ISBN 978-953-253-152-7 (online)Franchising in Eastern Europe - yesterday, today, tomorrow, edited by Aleksandar Erceg, Ph.D., gath-ers the work of authors whose main research area is franchising. Th e authors have given an overview of franchising in diﬀ erent countries, such as Croatia, Poland, Hungary, Slovenia, Serbia and Macedonia. Undoubtedly, franchising is an important topic, due to its rising signiﬁ cance for economies and possi-bilities to further develop franchising markets in Eastern Europe. Th erefore, research in this area, provided in the reviewed book, certainly can help in the better understanding of the most relevant issues that franchised businesses face in the afore-mentioned countries. Th e ﬁ rst chapter Franchising, written by Mirela Alpeza, Ph.D., provides the theoretical framework of the franchising concept. After deﬁ ning fran-chising, the author discusses the advantages and challenges of franchising, for both franchisors and franchisees. Also, the author deﬁ nes the types of franchise, with the main focus on two basic models: product distribution franchise and business format franchise. In the end, the author does not neglect to mention one of the most relevant issues in franchis-ing research - the connection between franchising and entrepreneurial behavior of individuals and or-ganizations. Ljiljana Kukec, M.Sc., gave her contribution by writ-ing the chapter about the Complex nature of fran-chising and new challenges for development. Th e paper starts with debating the reasons why people choose the franchising business model, looking into the connection between franchising and the success rate and the meaning of franchising as a business sector. Th e author presents the most current chal-lenges for the franchise sector in Europe and the inﬂ uence of the global changes. Th e last part of this chapter highlights important information about the European Franchise Federation, whose members are franchisors, and since recently, it has been open for indirect franchisee representation. Also, the chapter discusses the need for creating a stronger self-regulation mechanism and revision of the Eu-ropean Code of Ethics. Th e third chapter written by Aleksandar Erceg, Ph.D., titled Franchising in Croatia - yesterday, today and tomorrow, illustrates the situation in Croatia, looking back at the beginning of franchis-ing in Croatia in the late 60s, going through the recent years of franchising, but also discussing fu-ture steps needed for the expansion of franchising Tihana Koprivnjak, Petra Mezulić Juric: Book review “Franchising in Eastern Europe - yesterday, today, tomorrow”444 God. XXXI, BR. 2/2018. str. 443-444in Croatia. Th e author emphasizes the importance of the Croatian Franchising Association, ﬁ nancial institutions and the role of government for future development of franchising in Croatia. Th is chap-ter provides an overview of relevant research on franchising in Croatia, which mainly focuses on examining the legal issues of franchising. However, in the last years, researchers have started to analyze the economic aspects and inﬂ uence of franchising, along with the opportunities for new investments and challenges in franchising. Th e next chapter Franchising in Poland - past, present, future, whose author is Marta Ziółkowska, Ph.D., explains the beginning and development of franchising in Poland. Th e author examines the growing trend of franchise since the appearance of this business model in Poland. Th is chapter pro-vides concrete evidence about the structure of the franchise market in Poland, by entity and by indus-try. Additionally, the trade sector and service sector are analyzed to determine the popularity of speciﬁ c industries. Th e author gives a thorough overview of legal regulations for franchising in Poland, as well as important trends that will shape the Polish market in forthcoming years.  Th e chapter Franchising in Hungary - the begin-ning, the present and the future gives an overview of the franchising development in Hungary from its beginnings in the ‘90s. Th e author Katalin Mandel presents the legal environment for franchise as well as the Hungarian Franchise Association (HFA) as an important actor in promoting franchising through its activities. Hungary has the largest number of franchising systems and franchisees in the region and some of them are presented in the chapter through short cases. In the end of the chapter the author gives the prediction of future franchising de-velopment in Hungary.In the chapter Franchising in Slovenia - ieri, oggi & domani, Igor Pavlin gives an overview of franchis-ing in Slovenia from its beginnings in the 1980s to the current situation. Th e author follows the timeline of franchise development from initiatives for the es-tablishment of the Franchise Association in Slovenia and the beginnings of education and training on fran-chising till establishment of the national franchising association. Th e chapter gives a special overview of success and failure of franchise systems as well as at-tributes of franchising in Slovenia.Th e chapter Development of Franchising in Ser-bia, co-authored by Marica Vidanović and Tamara Kerković Milenković, Ph.D. explains how franchis-ing started in Serbia and gives an overview of its growth through the years and its present status. Th e authors emphasize the role of the Center for Franchising at the Serbian Chamber of Commerce that plays an important role in the development of franchising in Serbia. Furthermore, the authors give special attention to the legal regulation of franchis-ing and conclude the chapter with an overview of the obstacles to further development of franchising in Serbia.In the chapter Franchising business model in the Macedonian Economy, Jovanka Damoska Seku-loska, Ph.D. analyses and reﬂ ects on the perspective of implementing the franchising business model in a small-sized economy such as the Macedonian. Th e author illustrates the legal regulation of the franchising business model in Macedonia as well as the attributes of the franchising environment of the Macedonian economy. Furthermore, the author examines the Macedonian market as the incoming market for franchising and the use of franchise as a mode of internationalization in the Macedonian economy.Th e appendix of the book includes the European Code of Ethics for Franchising and World Fran-chise Council Declarations. Th e book Franchising in Eastern Europe gives an important and long needed overview of franchis-ing development and its potential in the region. Th e quality of the book is the result of the experience of the authors in studying and working on fran-chising in their countries. As one of the ﬁ rst books that deals with the topic of the franchise business in Eastern Europe, this book represents a signiﬁ -cant contribution to understanding and increasing awareness of the importance of franchised busi-nesses for the economic development of the region.

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