Franchising in Croatia: Case Study of Lush d.o.o.

Franšiza se može definirati kao licenca između dvije pravne stranke koje sklapanjem ugovora imaju pravo korištenja proizvoda ili usluga na tržište, odnosno imaju dozvolu korištenja zaštitnog znaka ili imena druge tvrtke koja ja u vlasništvu davatelja franšize. Davatelj franšize obavezan je osigurati primatelju franšize podršku te u pojedinim slučajevima ima kontrolu nad načinom poslovanja, dok zauzvrat primatelj franšize ima obvezu plaćanja početne pristojbe te pristojbe za poslovanje (tantijeme) kako bi mogao koristiti njegovo ime. U ovom radu, osim samog pojma franšize objašnjava se i proces same kupovine franšize, prednosti i nedostaci franšize te koje sve vrste franšize razlikujemo. Završni rad također opisuje povijest razvoja franšize u Republici Hrvatskoj, te trenutnu zastupljenost iste. Detaljno se opisuje poslovanje franšiznog sustava poduzeća Lush d.o.o. te njegova uspješnost poslovanja u Hrvatskoj.A franchise can be defined as a license between two legal parties which, by concluding a contract, have the right to use products or services on the market, i.e. have a license to use a trademark or name of another company owned by the franchisor. The franchisor is obligated to provide support to the franchisee and in some cases has control over the way business is conducted, while in return the franchisee is obligated to pay the initial fee and business fee`s (royalties) in order to use his name. In addition to the very concept of franchising, this paper explains the process of buying a franchise, the advantages and disadvantages of a franchise including different types of franchises. The paper also describes the history of franchise development in the Republic of Croatia, and its current representation. The franchise system of Lush d.o.o. is described in detail, as is its business success in Croatia