Abstract:

Franchising system is evaluated as a new sales and distribution channel for the firms operating in the industrial market providing them ways of faster development and entrance into new markets. The purpose of this research is to investigate the elements to be considered and the challenges faced, while adopting the franchising system as a business model for a firm operating in ready mix concrete industry. The study is designed as a case-study, in-depth interviews are carried out with seven managers. Consequently, franchising system is evaluated as whether if this proposal is applicable as a model. Findings of in-depth interviews are useful because they provide understanding regarding the factors affecting the decision on the development of franchising business model by other industrial businesses.

Keywords: