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Regional Economics: Theory and Practice

A methodology to develop a regional franchising strategy

Vol. 19, Iss. 7, JULY 2021

Received: 5 April 2021

Received in revised form: 23 May 2021

Accepted: 8 June 2021

Available online: 15 July 2021


JEL Classification: M20

Pages: 1248–1263


Flora N. VELIEVA Lomonosov Moscow State University, Moscow, Russian Federation


Subject. This article discusses the strategy-related patterns concerning the development of the franchising system as an effective tool for business development.
Objectives. The article aims to organize approaches to the evaluation of regional brands and trademarks promising for development under the franchise model, and develop a regional franchising strategy.
Methods. For the study, I used analysis and synthesis, logical and systems approaches, and the theoretical generalization method.
Results. The article offers an original rating of the subjects of the Russian Federation promising for the development and implementation of franchise offers, and a pattern of the company's development strategy based on the model of franchising.
Conclusions. For the franchise network to be successful, it is necessary to carefully develop a strategy for regional franchising development.

Keywords: franchising, methodology, regional development, development strategy


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ISSN 2311-8733 (Online)
ISSN 2073-1477 (Print)

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Vol. 20, Iss. 5
May 2022