Was macht Franchising-Systeme erfolgreich?: Von der Geschäftsidee zum Großunternehmen
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Inhaltsangabe: Einleitung: Franchising ist eine Vertriebsform für Waren oder Dienstleistungen, die durch die Zusammenarbeit eines Franchise-Gebers (franchisor) mit Franchise-Nehmern (franchisees) gekennzeichnet ist. Dabei gehören Coca-Cola und McDonald's zweifellos zu den bekanntesten Unternehmen, die diesen Vertriebsweg eingeschlagen haben. Für Deutschland seien an dieser Stelle Namen wie OBI und Portas genannt. Zweifellos hat sich Franchising als erfolgreiche Vertriebsform erwiesen. Dies ist insbesondere daran zu erkennen, da heute in den USA nicht weniger als ein Drittel des Einzelhandelsumsatzes durch Franchising-Ketten erwirtschaftet wird. Im Jahre 1985 betrug der Umsatz im Franchising-Bereich in den USA 529 Mrd. US-Dollar, was ca. 20% des Bruttosozialprodukts entspricht. Er stieg von 1985 bis 1990 auf 717 Mrd. US-Dollar an. Im gleichen Zeitraum erhöhte sich die Anzahl der Beschäftigten in Franchise-Systemen von 5,6 auf 8 Millionen. Die Prognosen für die zukünftige Entwicklung sind optimistisch. Auch in europäischen Ländern und in Japan erfreut sich Franchising wachsender Beliebtheit und zeichnet sich durch stetige Zuwachsraten aus. In Europa liegt der Umsatzanteil im Einzelhandel bei durchschnittlich 10%. In Deutschland ist diese Vertriebsform ebenfalls im Aufwind, obwohl man nicht von einem Franchiseboom sprechen kann. Das trifft allerdings nur auf die alten Bundesländer zu. In den neuen Bundesländern dagegen verlief die Entwicklung in rasantem Tempo. Bereits zum 31.12.1993, also dreieinhalb Jahre nach der Wirtschafts- und Währungsunion am 1.9.1990, stieg hier der Anteil der Franchise-Nehmerbetriebe an der gesamten BRD auf 22%. Beachtet man dabei den Bevölkerungsanteil in Ostdeutschland, der am 31.12.1993 nur circa 19% ausmachte, dann ist eine solche Entwicklung um so bemerkenswerter. Die Relation Einwohner zu Franchise-Nehmerbetriebe war also in den neuen Bundesländern nach nur dreieinhalb Jahren grö er als in den alten. Inhaltsverzeichnis: Inhaltsve
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