What is franchising in global business strategy?

What is franchising in global business strategy?

Franchising is a popular strategy for businesses looking to expand their reach and influence in the global market. But what exactly is franchising in the context of global business strategy? Let’s delve into the details.

Defining Franchising

Franchising is a business model where a company (the franchisor) allows an individual or another company (the franchisee) to operate under its brand name. In return, the franchisee pays the franchisor a fee or a percentage of their revenue.
This model allows businesses to grow without the need for significant capital investment. It also allows individuals or companies to start a business with a proven model and brand recognition.

The Role of Franchising in Global Business Strategy

Franchising plays a crucial role in global business strategy. It allows companies to expand their operations into new markets without significant investment in infrastructure or operations.
By franchising, a company can leverage the local knowledge and connections of the franchisee, reducing the risk of failure in a new market. It also allows the franchisor to focus on their core business, leaving the day-to-day operations to the franchisee.

Types of Franchising

There are several types of franchising models that businesses can adopt. The choice of model depends on the nature of the business, the market conditions, and the franchisor’s goals.
Let’s look at some of the most common types of franchising models.

Product Distribution Franchising

Product distribution franchising is a model where the franchisor supplies products to the franchisee, who then sells them to the end customer. This model is standard in industries such as automotive and soft drinks.

Business Format Franchising

Business format franchising is a model where the franchisor provides a complete business format to the franchisee. This includes the brand name, operating procedures, marketing strategies, and more. This model is common in industries such as fast food and retail.

Advantages and Disadvantages of Franchising

Like any business strategy, franchising has its advantages and disadvantages. Understanding these can help businesses make informed decisions about adopting a franchising model.

Advantages of Franchising

Franchising offers several advantages for both the franchisor and the franchisee. For the franchisor, it provides a way to expand their business with minimal investment. It also provides a steady stream of income from franchise fees and royalties.
For the franchisee, franchising provides a way to start a business with a proven model and brand recognition. It also provides support and training from the franchisor, reducing the risk of failure.

Disadvantages of Franchising

Despite its advantages, franchising also has its disadvantages. For the franchisor, it can lead to losing control over the brand and the quality of products or services. It can also lead to conflicts with franchisees over fees and operational issues.
For the franchisee, franchising can be expensive, with high upfront fees and ongoing royalties. It can also limit the freedom to make decisions about the business, as they must follow the franchisor’s guidelines and procedures.


Franchising is a powerful tool for businesses looking to expand their reach in the global market. By understanding the ins and outs of franchising, businesses can leverage this model to grow and succeed in the competitive global marketplace.
However, like any business strategy, franchising is not without its challenges. Businesses must carefully consider the advantages and disadvantages before adopting a franchising model.

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