Forming a Perceived Franchise Value: Theoretical Insights / Franšizės Suvokiamos Vertės Formavimas: Teorinės Įžvalgos

Abstract

The article is based on literature review, theoretical insights and deals with the topic of perceived franchise value. The objective of the paper is – what elements form the franchisee‘s perceived value in service business (comparing with alternative of own business model). The aim of the paper is to propose systematic value elements in the process of forming a value of a franchise business model perceived by the franchisee. In terms of practical meaning, this article should be relevant to entrepreneurs, company owners, and future entrepreneurs planning to set up their own business, but lacking the managerial experience. The scientific value of the paper is theoretical insights analyzing franchise, which has not been thoroughly analyzed in the Lithuanian academic society, and the formation of a perceived franchise value, which has not been analyzed at all. This is the second of three authors’ articles of franchise series.

Franšizės verslo vystymo modelis: teoriniai samprotavimai

“…Some theoretical insights about franchising promotion in Lithuania were presented by Šmitas and Jucevičius (Šmitas, Jucevičius 1999). Most recently, Levickaitė and Reimeris analyzed the situation of franchising in Lithuania (Levickaitė, Reimeris 2010) and the perceived franchise value (Levickaitė, Reimeris 2011). These researches cover some aspects of franchise system development, however the reasons of franchise undevelopment in Lithuania require more systematized analysis which covers all the main franchise system development elements.…”