Екологічний франчайзинг як інструмент інноваційного розвитку глобальної економіки

Abstract

Проаналізовано вплив франчайзингової стратегії провадження бізнесу на екологоінноваційний розвиток країни. Розглянуто основні особливості франчайзингового бізнесу в Європі та Україні. Досліджено механізм здіснення франчайзингових відносин на основі екологічного франчайзингу. Розглянуто темпи зростання екологічного франчайзингу в Європі та виявлено найуспішніші франчайзингові компанії на українському ринку. Обґрунтовано необхідність та значення організації бізнесу на умовах франчайзингу для збільшення еколого-інноваційного потенціалу в Європі та Україні.

The modern world economy is characterized by a high level of globalization and integration. State borders and significant differences between the economies of countries are becoming less and less visible and considerable. Internationalization and trans-nationalization promote the convergence of national economies, the formation of economic unions and a common free market zone. Franchising promotes the strengthening of economic relations between countries at this stage of their development, as today it is involved in almost all areas of economic activity and is one of the most effective and democratic ways of transcending national markets. This is exactly what makes the issue relevant to the study. Despite the fact that franchising is considered to be a relatively young kind of activity organization, it is a dominant form of doing business both in the United States and Europe, and its growth rate becomes more and more significant every year. Today environmental issues are becoming increasingly popular all over the world. The main reason for searching the environmental as a means of production is introduction of new technologies in agriculture and food industry and franchising could be thriving on this growing trend and substantial customer base. Potential franchising opportunities range from useful services for business to providing the public with cleaner homes and items. Moreover, environmental franchising is the most democratic instrument of doing eco business, as developing its own franchise network the franchisor brings not only his own brand and production methods, but also high standards, which his goods correspond with to new markets and territories. Also it is worth noting that eco-friendly franchising is a very effective method of expanding sales networks in overseas markets since it is an active and very common way of doing business that is going to Ukraine from the European Union. In despite of extensive research of franchising in the scientific community, there are a lot of unresolved issues relating to franchising, in particular its impact on innovation process. The survey is based on a comparison of data from all EU member countries and analisis of the legal framework of each country in particular and in general EU legislation. The article is devoted to a detailed analysis of main features of the franchise business in Europe. The mechanism of implementation of franchise relations between EU member states are studied. Government regulation of franchising in the EU member states are investigated. The rate of growth of franchising in Europe are analized. The necessity of franchise relations in the international economy and main features, advantages and disadvantages of franchising are investigated. The usage of franchising as a mechanism to activate the innovative activity in Ukraine will increase the effectiveness of innovation introduction in the economy. A franchise form of business activity organization will enhance the efficiency of the Ukrainian economy, and increase the competitiveness of national products in the European market because of that the franchising strategies of European companies’ entry on the Ukrainian market were analyzed. In the context of integration the efficacy of the franchise tool for business in Ukraine was proven