Abstract

In this article the author analyses franchising form of brand use from the point of view of  marketing of innovations, in peculiar defines place, role and particularities of franchising in the  process of marketing of innovation on its way from the manufacturer to the consumer. Survey of the contemporary state and problems of franchising in Ukraine is conducted.

Keywords: franchising, brand, innovation, marketing of innovations

Cite as: Makhnusha, S. (2010). Franchsing form of brand use: looking from the point of view of marketing of innovations. Marketing and Management of Innovations, 2, 26-33. https://doi.org/10.21272/mmi.2010.2-03

This work is licensed under a Creative Commons Attribution 4.0 International License

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