Theoretical and methodological fundamentals of studying franchising

Abstract

Methods. The study is based on the application of the monographic method for the study of clusters and the identification of cause-and-effect relationships of their development in the study of franchising. General scientific methods are also applied, in particular: abstractions – to determine the essence of the concept of «franchising»; grouping – to substantiate the theories that form a special theoretical platform for franchising research as a model of business organization; comparative analysis – when establishing quantitative and qualitative differences in the process of highlighting research clusters in the historiography of franchising. Results. Research clusters in the historiography of franchising were analyzed, which made it possible to form a theoretical platform for its study, which includes a system of theories regarding development prerequisites (globalization, competition, «push-pull» factors, entrepreneurship, network structures) and features of franchising. It is proposed to divide the theories that substantiate the specifics of franchising into two groups according to the criterion of their reflection: attraction and use of resources (theories regarding relations (agency, signals, institutional, stakeholders), as well as decision-making (transaction costs, eclectic paradigm, entrepreneurial orientation). It was determined that the most widespread is the theory of agency, which explains the regularities of relations and the weakening of the parties’ disagreements, when one executing entity represents the relations of another customer through the delegation of powers in decision-making, execution of operations, financial planning, investment portfolio management, etc. Considering the basis of relationships in the emergence of franchising and their importance for business success, the importance of the provisions of the concept of trust is updated. It is demonstrated that it continues to develop in the system of theoretical provisions on partnership in franchising, taking into account the new challenges of global instability, which have increased after the Covid-19 pandemic, the full-scale Russian invasion of Ukraine and the exacerbation of other international conflicts. Novelty. Based on the analysis of the historiography of franchising and the identification of the most common theories, there is proposed the classification of the theoretical fundamentals of studying franchising by groups that determine the prerequisites for its development, relations, decision-making, attraction and use of resources. Practical value. The conducted research can deepen the interdisciplinary approach and adapt the developed franchising methodology to Ukrainian characteristics, which will allow analyzing the development of franchising in Ukraine through the prism of theoretical justifications of its formation in international practice.