Abstract:As the focal point of Western economies moves from tangible goods towards services, the interest for organising the enterprising activity in the mode of complete marketing systems increases. Under the new conditions, franchising gradually becomes highly popular as a form of organising the entrepreneurial activity. As product development involves the combination of tangibles with intangible elements in any product, it has been observed that firms which are producing tangible goods are using franchising to add intangible characteristics to their products.
(EN)
