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article: 1 from 1  
2013, iss. 30, pp. 207-223
Preconditions for the development of franchising in Serbia
'Soko Štark', Beograd

emailalija.jasarevic@stark.rs
Abstract
In this paper, we examine the current development of franchising in Serbia, as a business concept that has proven successful in the world, as well as all necessary conditions for the development of franchising in Serbia, with special emphasis on the development of franchising in the company of 'Soko Stark' Belgrade. The Soko Stark Company in Belgrade is one of the largest in confectionery industry in the region and has been for more than 90 years a leader in the domestic market. Given the fact that the concept of franchising as a business has been rapidly growing in all world markets in the last decade, the management of Soko Stark has been reviewing advantages and disadvantages of such a business concept and undertaking all necessary actions and measures for prompt realization of a new strategy of development, above all development of all of its retail networks through the system of franchising. The company has its business concept proved successful in the current trend. In the near future, we plan to expand and increase the franchise system. Therefore, we expect that we could easily extend our franchise system both within our borders and in other markets in the territories of the former republics.
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About

article language: Serbian
document type: Professional Paper
published in SCIndeks: 23/01/2014

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