| Issue: | 2025 №1 (89) |
| Section: | Marketing |
| UDK: | 338.87 |
| DOI: | https://doi.org/10.33271/ebdut/89.034 |
| Article language: | Ukrainian |
| Pages: | 34-40 |
| Title: | Franchising as a tool for integration of Ukrainian economy into the global space |
| Author: | Struchok N. M., Ivan Franko National University of Lviv |
| Annotation: | Methods. The research results are based on the application of the following methods: abstraction – when revealing the content of the definition of «franchising»; system analysis – to substantiate the principles of franchising strategy as an integration tool; statistical methods – to determine trends in the franchising services market in Ukraine; comparison method - to compare the state of the franchising services market in different sectors of the economy. Results. The variability of the definition of «franchising» depending on the direction of activity, level of coverage and structure is determined. The results of scientific research on the effectiveness of franchising as a strategy for organizing entrepreneurship and integration into the international economic space are summarized based on the approaches of Oginok S. V., Demydyuk S. M., Shymko O. V., Nogachevsky O. F. and Mavrida V. Yu. The essence and characteristics of franchising are updated, in particular, it is determined that it is a tool for combining efforts and expanding a successful business. Franchising helps increase the chances of stability for individual professional market players, and also stimulates the development of the national economy. The analysis of the dynamics of changes in the volume of exports of franchise services and the use of the trademark was carried out to assess the potential for the development of the franchising market. The work noted the areas of the domestic economy where franchising, as a form of business organization, is most widespread. The advantages of integration are noted, which will allow adapting global business models to local conditions and stimulating the development of entrepreneurship. The main risks that can create barriers for foreign partners and hinder the development of franchising models have been identified. Novelty. In the process of studying the principles of developing a franchising strategy as a tool for integrating the national economy into the global space, it was determined that the Ukrainian business environment is actively implementing this strategy. The issue of priority advantages of integration into the global space of the country's economy through a franchising strategy is revealed, which will allow increasing the level of recognition of domestic enterprises, attracting foreign investors, improving service standards and the level of their competitive advantages. Practical value. The prospects for the development of franchising as a business organization strategy in the conditions of static changes in the global economic environment are determined. The importance of the development of a franchising strategy as a tool for creating prerequisites for the growth of the national economy in the conditions of external threats and for restoring its economic potential is substantiated. |
| Keywords: | Franchising, Franchisor, Franchisee, Franchise, Export of services, Foreign trade, Country's economy, Integration, Level of integration, Business entity |
| File of the article: | EV20251_034-040.pdf |
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