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The Implementation of Partnership Marketing to the Relations between Franchisor and Franchisee

100%

Steinerowska-Streb I.

Organization and Management

2008

nr 2(132)

115-126

Among relationships which take place in the franchising chains the particular role play bonds between franchisor and franchisee. Their special character is based on a unique partnership which exists only in franchising. However, the formal relation linking those entities does not obligate them to different aspects of the teamwork such as: commitment, cooperation, trust ect. Nevertheless such effects can be obtained by implementation of the rules of partnership marketing to the relations linking franchisor and franchisee. The aim of the paper is to identify the determinants influencing the long-term relationships between the parties who sign the franchising contract as well as to analyze the advantages of the implementation of partnership marketing rules to the franchising chains.

Analiz franchaizynhovoi formy vykorystannia brend a z pozytsii marketynhu innovatsii

80%

Makhnusha S. M.

Mekhanizm Rehuluvannya Economiky

2011

tom 1 (51)

120-127

In this article the author analyses franchising form of brand use from the point of view of marketing of innovations, in peculiar defines place, role and particularities of franchising in the process of marketing of innovation on its way from the manufacturer to the consumer. Survey of the contemporary state and problems of franchising in Ukraine is conducted.