San Francisco Coffee House: An American Style Franchise in Croatia
商品編號：9B08A013
出版日期：2008/08/14
再版日期：2010/04/20
商品來源：Ivey
商品主題：Accounting; Entrepreneurship; International Business
商品類型：Case (Field)
涵蓋議題：Business Development;Entrepreneurship Opportunity;Growth;Globalization;Retail Marketing;Corporate Governance;Retailing;Human Resources Management;Franchising;Brands
難易度：2 - Intro/Undergraduate
內容長度：10 頁
地域：Croatia
產業：Eating and Drinking Places
事件年度：2006
On the return to their homeland of Croatia following a six-year visit to the United States, a couple has decided to open their own coffee house, one that is unique to the Croatian environment - a California-style coffee house that offers the quality, service, product assortment, ambiance and efficiency found in sophisticated coffee shops in developed markets, and all for a locally affordable price. The major challenge faced by the couple is how to grow. Specifically, should they consider franchising over organic growth? If so, how should they go about franchising in a country where the market is developing and where franchising is under-regulated, underdeveloped and misunderstood? This case can be used in entrepreneurship, retailing, international marketing or international business classes. The case provides a practical example of when and how to use franchising.
教學手冊：8B08A13
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