THE FRANCHISING MODEL IN THE NEW ECONOMIC REALITY

Аннотация

In the face of rapid economic changes, the franchising model has proven to be a resilient and adaptable business strategy. Historically, franchising has enabled entrepreneurs to expand established brands and create business opportunities that mitigate risks for both franchisors and franchisees. However, the recent economic shifts, including the impact of globalization, technological advancements, and the COVID-19 pandemic, have altered the landscape in which franchise businesses operate. This paper examines how franchising has adapted to the new economic reality, analyzing changes in consumer behavior, the integration of digital technologies, and the evolving role of franchisors in supporting franchisees. It explores key strategies for franchising in a post-pandemic world, emphasizing sustainability, flexibility, and innovation. By reviewing recent case studies and industry data, this research aims to offer insights into how franchising continues to thrive amidst economic uncertainty and what the future holds for this business model.