Kraus Nataliia, Dr. Sc. (Economics), Professor, Leading Researcher of Scientific and research part, Bohdan Khmelnytskyi National University of Cherkasy, Cherkasy, Ukraine

ORCID ID: 0000-0001-8610-3980
e-mail: k2205n@ukr.net

Kraus Kateryna, Cand. Sc. (Economics), Assosiate Professor, Senior Research Officer of Scientific and research part, Bohdan Khmelnytskyi National University of Cherkasy, Cherkasy, Ukraine

ORCID ID: 0000-0003-4910-8330
e-mail: k23k@ukr.net

Marchenko Oleksandr, Cand. Sc. (Economics), Assosiate Professor, Associate Professor of the Department of Law and Finance, Poltava institute of economics and law higher education institution “Open international university of development people “Ukraine””, Poltava, Ukraine

ORCID ID: 0000-0002-3342-0525
e-mail: alexmarchenko1954@gmail.com

Actualization of “Smart” Ecological Franchising in the System of International Economic Business Relations

Abstract Introduction. Franchising is currently a popular form of business, especially among small and medium-sized enterprises. For Ukrainian entrepreneurs, this form of business is interesting and valuable in terms of its cost-effectiveness and stability, especially under the conditions of martial law in the country.

The purpose of the article is to highlight the key features of the development of ecological franchising in the context of the digitalization of business relations in post-industrial countries.

Results. The priorities of “smart” ecological franchising in the conditions of economic convergence are considered: sustainability in franchising, energy saving, zero waste, energy efficiency, environmentally friendly packaging, organic gardening, reduction of food waste. The existing forms and types of franchising in the conditions of globalization are presented. The results of the innovations brought about by ecological franchising are substantiated. These include changes in standards for continuous improvement and innovation in environmentally friendly activities; the use of biodegradable packaging options; inventory tracking, portion control and donation of unsold food; a focus on natural lawn care, composting and the use of environmentally friendly products. It was found that the use of environmental franchising opportunities has every chance of achieving socio-economic effects by saving resources for conducting and scaling an environmentally friendly business; strengthening competitive positions in the market; the application of new progressive technologies that will allow producing innovative goods and providing new types of services in the conditions of increased economic convergence and digitalization of business processes.

Conclusions. The further development of ecological franchising in Ukraine is necessary in part to rebuild the economy, but currently it faces a number of challenges, such as obtaining affordable loans, possessing the necessary knowledge in part to conduct ecological e-business, low level of financial literacy, and institutional imperfection of ecological franchising.

Keywords: “smart” ecological franchising, business models, international relations, economic business interactions, franchising e-business, scaling ecological business.

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