Franchising as a Model of Business and Hotel Development in the Process of Market Globalization
Ładowanie...
Data
2017
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Wyższa Szkoła Biznesu - National Louis University in Nowy Sącz and Foundation for the Dissemination of Knowledge and Science “Cognitione”
Abstrakt
The paper presents the structure of three hotel concerns operating in the
European market, which has been formed over recent years due to their foreign
expansion. At present, the global hotel market is occupied by both international
hotel chains and autonomous hotels, for which the concept of franchising can
be a suitable mode of operation. The most frequent presentation of the hotel
business development is based on a dualistic approach: one involves bridging
a development gap (the so-called development divergence), and the other
involves the process of improving the position that an organization occupies in
the environment (Machaczka, 1988). The globalization process in the modern
economy leads to the internationalization of businesses. The aim of this paper
is to present a model of business and hotel business development through
franchising. The determinants of expansion and globalization factors are
defined by the critical analysis of the literature. The corporate globalization
model is analyzed, and the concept of offensive development and business
expansion are indicated, which results from the application of franchise in
the asset-light business model. In addition, the paper presents hotel concerns
which employ this type of model of development and expansion into new
markets.
Opis
Słowa kluczowe
globalization, expansion, franchising, business model, hotel concern
Cytowanie
Business and non-profit organizations facing increased competition and growing customers' demands : volume 16 : proceedings of the 16th Conference: Tomaszowice, Poland, 19-20 June 2017. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU ; Nowy Targ : Foundation for the Dissemination of Knowledge and Science “Cognitione”, 2017. S. 271-289