Розвиток франчайзингу як інструменту масштабування бізнесу в умовах глобалізації

Abstract

The article examines the role of franchising as a tool for scaling business in the context of globalization. Franchising allows companies to rapidly expand their presence in international markets, taking advantage of a recognizable brand and effectively adapting to local conditions with the help of franchisees who are well acquainted with the peculiarities of local markets. The key factors driving the growth of franchising, such as economic globalization and digital transformation. The authors also analyze the main challenges faced by franchisors in the Ukrainian market, in particular, insufficient government support and restrictions on access to financial resources. The authors emphasize the importance of developing state mechanisms to support franchising, which will help strengthen the position of small and medium-sized enterprises in this sector. The study is complemented by examples of successful franchise models that demonstrate their flexibility and ability to adapt to global and local changes.