Franchise - Business Development Strategy

Abstract

Business strategy is the development, alignment and integration of an entity's strategic initiatives to give it a competitive advantage in the marketplace. Developing a business strategy ensures the achievement of organizational goals only on the basis of a clear plan, ensuring survival and prosperity. This article provides an overview of the strategy of developing a franchise business. The research method used by the authors in this article aimed to identify the level of scientific research at an international level in the field of franchising with the help of scientific articles dealing with this subject. Thus, the works published in the international Web of Science database were reviewed. The results of the bibliometric analysis demonstrate the interest of researchers in the field of franchising. Therefore, the analysis of the investigation confirmed the existence of key factors of the successful development of the franchise and number of growth strategies. CZU: 339.187.44(478); JEL: M31