Тенденції поширення франчайзингових мереж в Україні

Abstract

Розглянуто основи франчайзингу з точки зору світового досвіду, приділено увагу історії виникнення і розвитку франчайзингу. Наведено скорочену історичну довідку виникнення франчайзингу. Описано компанії, що започаткували розвиток франчайзингу. Проаналізовано ситуацію в Україні, надано ілюстративний матеріал щодо тенденцій поширення франчайзингових мереж в Україні. Зосереджено увагу на сферах, в яких існують такі процеси. Приділено увагу вигодам, що можуть отримати підприємці, продаючи або купуючи франшизу. Зазначено фактори поширення мереж в Україні, з приводу чого обґрунтовано тенденції розвитку українського ринку. Наведено особливості українського законодавства і виділено недоліки з точки зору світової економічної інтеграції. Зроблено висновки та рекомендації, щодо удосконалення роботи й вирішення проблем функціонування франчайзингових мереж в Україні.

The basic aspects of franchising from the perspective of international experience were analyzed, the attention was paid to the history and development of franchising. The historical inquiry of franchising was given. The companies which launched the franchise development in global and domestic markets for goods and services are described. The state of franchising in Ukraine was given and the illustrative material on trends of franchise networks expansion based on data from the Association of franchising in Ukraine was presented. The emphasis on individual sectors of the economy in which companies operate on the basis of franchising was given. Leaders of franchise market in Ukraine were presented according to the franchises sites. The attention was paid to the benefits that can be obtained by the entrepreneurs who have decided to be engaged in franchising activities from the perspective of the buyer or seller of the franchise. Some perspectives of commercial franchising in Ukraine were predefined. The factors of franchise networks expansion in Ukraine were identified and the trends of the Ukrainian market development were grounded. The features of the Ukrainian legislation were provided and its shortcomings in terms of global economic integration were highlighted. The article also deals with the problem of the Ukrainian law in the direction of regional economy development through franchising networks. The "Regulations on franchising" of World Intellectual Property Organization, EU Commission Directive, the Civil Code of Ukraine were analyzed. The emphasis in all these documents which contain the principles of franchising operation was on the agreement of commercial concession. The necessity of developing a program of franchise development in national and regional levels was discussed. The conclusions and recommendations of how to improve the operation and problems of franchise networks functioning in Ukraine are presented.