ORGANIZATIONAL AND ECONOMIC ASPECTS OF THE DEVELOPMENT OF ECOLOGICAL FRANCHISING IN THE CONTEXT OF GLOBALIZATION OF THE WORLD ECONOMY

Abstract

In the conditions of martial law, franchising has every chance of becoming an effective method of organizing and developing digitized and mobile business in Ukraine. The relevance of the study is related to the need to substantiate and disclose the main principles on which franchising operations are built in the conditions of globalization of the world economy. The purpose of the work is to propose key environmental aspects of franchising relationships in the context of innovative production processes, to identify their characteristic features, and to present an update. The research used scientific methods of analysis and synthesis, deduction and induction, generalization and grouping, and the tabular method, which allowed us to present the main advantages and socio-economic benefits for the franchisor and the benefits for the franchisee in terms of a matrix analysis of the results of work under the ecological franchising system. The authors managed to describe the constituent principles of cooperation under the terms of franchising and consider the priority elements of franchising according to P. Kotler. It was found out what risks the franchisor and franchisee may face in the course of cooperation. The authors provided a general description of environmental franchising through the prism of relationships. It is indicated that important components are green marketing; energy efficiency and waste reduction; uninterrupted ecological sources of supply, environmentally friendly operations and sustainable ecological supply chains; functioning on digital platforms; regulatory requirements, green incentives. The opinion is expressed that strengthening the business through ecological franchising as part of the post-war reconstruction of the national economy can become the driver and point of growth that the Ukrainian government is currently looking for. The authors emphasized that ecological franchising can be a high-quality, promising form of long-term and strategic business cooperation between various giant companies and SME on mutually beneficial terms of providing them with licenses, trademarks, a proven business model, business ideas, and projects.