Кузнєцова, Т. В. та Левун, О. І. та Kuznietsova, T. V. та Levun, О. I. (2019) АКТУАЛЬНІ ПРОБЛЕМИ РОЗВИТКУ ФРАНЧАЙЗИНГУ В УКРАЇНІ. Вісник Національного університету водного господарства та природокористування (3(87)). с. 44-52.

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Анотація

В статті висвітлено актуальні проблеми розвитку франчайзингу як альтернативного інструменту ведення бізнесу. Досліджено основні чинники, які впливають на розвиток франчайзингу в ринкових умовах. Запропоновано основні напрямки активізації франчайзингових відносин в Україні.

Title in English

CURRENT PROBLEMS OF FRАNCHISING DEVELOPMENT IN UKRAINE

English abstract

In the article, the urgent problems of franchising development as an alternative instrument of doing business are highlighted. The substance of franchising relationship complexity is covered. The main franchising opportunities aim at brand promotion, development of sustainable business, creation of new jobs and strengthening of the country’s economy. The necessity, importance and benefits of business organization on terms of franchising in Ukraine are justified. Ukrainian and the world’s most famous franchisors are mentioned. The development trends of franchising activity in Ukraine are researched. The analysis of franchising industrial distribution is conducted. The current state and features of franchising market in Ukraine, in which domestically produced networks prevail, are considered. The attention is focused on the spheres of activity, which are the most forward-looking for franchise opening. Branch distribution of innovative franchises is defined. Despite the positive trend of franchisors increase, the development of franchising in Ukraine is slower than in other countries. The level of franchising percentage in Ukraine is low compared to foreign figures. The main factors, which influence the franchising development under market conditions, are explored. In addition to legislative another problems, namely economic, organizational and legal, social and psychological, which hinder franchising development, are found. The main directions of franchising relations intensification in Ukraine are suggested.The successful franchising development in Ukraine requires Government’s financial support, in particular the establishment of tax credit system for franchising, stimulation of attracting of not only internal but also external investment and improvement of legislative framework, which would meet the international standards. Franchising development in Ukraine will contribute to the creation of new ideas, small and medium-sized business doing technologies, saturation of market with consumer goods, consolidation of regional economic security and creation of conditions for revitalization of innovative activity.

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