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Globalization of the economy through franchising as an effective tool for expanding business
(2024) Maltseva, Daria
The theoretical features of franchising were explored throughout the research, and its critical significance in the process of globalization of economic interactions was established. We investigated scientific approaches to the concept of franchising as well as its historical evolution. Various kinds of franchising and connections were systematized as part of the study, and the role of franchising in the strategic growth of network company at the global level was emphasized. A global study on the success of franchising was conducted, using the international firm KFC as an example. The benefits of franchising are discussed in the context of KFC, and the criteria for potential franchisees are developed. KFC's competitiveness and potential in the context of global integration were evaluated. An international franchising concept has been established with the goal of establishing a network of healthy food restaurants in European nations under the KFC brand. Furthermore, the concept and business model for the expansion of the KFC firm through franchising is offered. A business concept execution plan has been designed, and economic efficiency metrics for the investment project have been determined.