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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

Subject Heading: REGIONAL STRATEGIC PLANNING

JEL Classification: M20

Pages: 1248–1263

https://doi.org/10.24891/re.19.7.1248

Flora N. VELIEVA Lomonosov Moscow State University, Moscow, Russian Federation
velievaflora@mail.ru

https://orcid.org/0000-0002-3644-2359

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

References:

  1. Bagdasaryan A.F. Dogovor kommercheskoi kontsessii (franchaizing). Grazhdansko-pravovye problemy zaklyucheniya dogovora: monografiya [Franchising agreement. Civil-legal problems of contracting: a monograph]. Moscow, Statut Publ., 2017, 224 p.
  2. Eremin A.A. Franchaizing i dogovor kommercheskoi kontsessii: teoriya i praktika primeneniya: monografiya [Franchising and the franchise agreement: theory and practice: a monograph]. Moscow, Yustitsinform Publ., 2017, 992 p.
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  6. Maklakov G.V. Effektivnost' kommercheskoi deyatel'nosti: monografiya [Business efficiency: a monograph]. Moscow, Dashkov i K Publ., 2020, 232 p.
  7. Kuleeva I.Yu. [Theoretical and practical problems of correlation between commercial concession and franchising agreements]. Sovremennoe pravo = Modern Law, 2021, no. 2, pp. 48–52. (In Russ.) URL: Link
  8. Lebedev V.I. Franchaizing po-russki. Mify i real'nost' [Franchise in Russian. Myths and reality]. St. Petersburg, Vektor Publ., 2006, 160 p.

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

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