Development of the franchising market in Russian Federation under the transition to a digital economy

Vladimir Bakharev; Andrey Klimenko; Kirill Myshaev; Ziming Fang

doi:10.52957/2221-3260-2025-2-93-103

VAK Russia 5.2.3 VAK Russia 5.2.1

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DEVELOPMENT OF THE FRANCHISING MARKET IN RUSSIAN FEDERATION UNDER THE TRANSITION TO A DIGITAL ECONOMY Development of the franchising market in Russian Federation under the transition to a digital economy

АА Аа

Published in Theoretical economics · Issue 2 · Pages 93–103 · Rubric: YOUNG RESEARCHERS

DOI: https://doi.org/10.52957/2221-3260-2025-2-93-103

Received: 04.02.2025 Accepted: 25.02.2025 Published: 01.04.2025

Authors

Vladimir Bakharev

ORCID

Andrey Klimenko

Kirill Myshaev

Ziming Fang

Vladimir Bakharev

Academic degree: candidate of economic sciences

Science rang: docent

Peter the Great St. Petersburg Polytechnic University Russian Federation · St Petersburg

ORCID

Andrey Klimenko

Peter the Great St. Petersburg Polytechnic University Russian Federation · St Petersburg

Kirill Myshaev

Peter the Great St. Petersburg Polytechnic University Russian Federation · St Petersburg

Ziming Fang

Peter the Great St. Petersburg Polytechnic University Russian Federation · St Petersburg

ABSTRACT

Franchising plays an important role in the development of entrepreneurship, as it allows potential entrepreneurs to use a proven business model and enables large companies to attract external financial and intellectual capital to develop their network. Currently, the global franchising market is undergoing a dramatic transformation due to the active use of digital technologies, which has led to the emergence of digital franchising. For this reason, it is important to assess the impact of ongoing technological changes on the functioning of the Russian franchising market. In this paper, we will analyze the current situation on the franchise market of Russian Federation, taking into account the transition to a digital economy and the current geopolitical situation. Our study is based on data presented in open sources of information. We showed how sanctions restrictions and the introduction of digital technologies affected the Russian franchising market (including emergence of new niches and expansion of novel franchising models, first of all, reverse franchising). Franchising relations are undergoing digital transformation (including digitalization of franchise contracts) thanks to blockchain technology which simplifies the interactions between franchisers and franchisees. Promising areas for further use of digital tools to improve the efficiency of managing relations between franchisors and franchisees are proposed. The work identified the sectors of the economy for which franchising is of the greatest importance. The article provides a description of main players in the Russian franchising market. It also shows the problems that hinder the sustainable development of the franchising market in Russian Federation.

KEYWORDS

digital franchising, Russian franchising market, retail, reverse franchising, digital transformation, blockchain

Funding

The research was funded by the Ministry of Science and Higher Education of the Russian Federation within the framework of the Strategic Academic Leadership Program "Priority 2030" (Agreement No. 075-15-2024-201 dated February 6, 2024).

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GOST

Bakharev V. V., Klimenko A. R., Myshaev K. M., Fang Z. Development of the franchising market in Russian Federation under the transition to a digital economy // Theoretical economics. 2025. no. 2. pp. 93-103. DOI: https://doi.org/10.52957/2221-3260-2025-2-93-103. (Date of access 29.09.2026).

MLA

Vladimir Bakharev, Klimenko A. R., Myshaev K. M., Fang Z.. "Development of the franchising market in Russian Federation under the transition to a digital economy." Theoretical economics.2 (2025): 93-103. DOI: https://doi.org/10.52957/2221-3260-2025-2-93-103.

APA

Bakharev V. V., Klimenko A. R., Myshaev K. M., Fang Z. (2025). Development of the franchising market in Russian Federation under the transition to a digital economy. Theoretical economics(2), 93-103. https://doi.org/10.52957/2221-3260-2025-2-93-103

Chicago

Vladimir Bakharev, Klimenko A. R., Myshaev K. M., Fang Z.. "Development of the franchising market in Russian Federation under the transition to a digital economy." Theoretical economics, no. 2 (2025): 93-103. https://doi.org/10.52957/2221-3260-2025-2-93-103.

WIKI

{{cite journal | author = Bakharev V. V., Klimenko A. R., Myshaev K. M., Fang Z. | title = Development of the franchising market in Russian Federation under the transition to a digital economy | journal = Theoretical economics | year = 2025 | issue = 2 | pages = 93-103 | doi = 10.52957/2221-3260-2025-2-93-103 }}

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DEVELOPMENT OF THE FRANCHISING MARKET IN RUSSIAN FEDERATION UNDER THE TRANSITION TO A DIGITAL ECONOMY Development of the franchising market in Russian Federation under the transition to a digital economy

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