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FRANCHISE DEĞER İ VE FRANCHISE DEĞERİNİN TESPİT EDİLMESİNE YÖNELİK BİR UYGULAMA

FRANCHISE VALUE AND AN APPLICATION ABOUT DETERMINATION OF FRANCHISE VALUE

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Abstract (2. Language): 
This study is involved with the basic concepts of franchising, franchisor-franchisee relationship and value, and the underlying reasons of franchising. Besides, franchise value and its determination via discounted cash flow valuation technique are tried to be undertaken in both marketing and finance perspectives. The mentioned application is a valuation attempt about the determination of value of taxi enterprises whose business styles are so similar with franchising operations.
Abstract (Original Language): 
Bu çalışmada, franchising ile ilgili temel kavramlar, franchisor-franchisee ilişkisi ve değer kavramı ile işletmeleri franchising uygulamalarına iten nedenler üzerinde durulmaktadır. Ayrıca, franchise değeri ve bu değerin tespit edilmesine yönelik bir uygulama çerçevesinde, franchising kavramının pazarlama ve finans boyutları birlikte ele alınmaya çalışılmaktadır. Söz konusu uygulama, işletilmesi franchising uygulamaları ile büyük benzerlikler gösteren taksilere yönelik bir değerleme çalışması şeklinde olup, değerlemede indirgenmiş nakit akımı yöntemi kullanılmaktadır.

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