Modern Trends in Franchising: A Comprehensive Analysis of Success Factors

Abstract

The article examines modern trends in the development of franchising in the context of digitalization and strengthening of legal regulation as a flexible model of organizing entrepreneurial activity, allowing to balance between strict standardization and the need to take into account local specifics. Particular attention is paid to the role of digital technologies, legal regulation, as well as issues of maintaining brand integrity in the context of intense competition. It is emphasized that the success of a franchising project depends on the ability to combine the standardization of business processes with flexibility and adaptability to local conditions. Digitalization is considered as a dual factor: it increases manageability and control, but if implemented ill-considered, it can lead to network fragmentation. Legal clarity of contracts and protection of intellectual property are recognized as the foundation of the sustainability of franchising relations. Particular attention is paid to the importance of a balanced approach that allows franchisees to adapt to local markets without compromising uniform brand standards. Based on the analysis of scientific publications, regulatory acts and practical cases, the key factors influencing the efficiency of the franchise network are identified, highlighting three interrelated aspects – technological adaptation, legal protection of the brand and organizational management models. The author notes the importance of building transparent contractual relationships, implementing well-thought-out IT solutions and forming a communications system capable of quickly responding to changing market conditions. The results show that an integrated approach covering legal, technological and organizational aspects provides the most sustainable basis for the further development of franchising at the global and local levels.