INSTITUTIONAL COMPONENT OF THE FORMATION OF ECOLOGICAL FRANCHISING IN THE CONDITIONS OF ECONOMIC CONVERGENCE

Economic convergence, which is observed, sets a new progressive and dynamic impulse for the development of ecological franchising. These processes are also significantly enhanced by globalization and internationalization. The article substantiates that ecological franchising is a progressive form of transfer of modern technologies. Its use in practice has shown a positive solution to a number of environmental issues in different countries of the world. Ecological franchising in the conditions of economic convergence allows for the progressive development of digital business based on ecological values, maintaining high ecological production standards, and improving the quality of services and goods provided. The article identifies promising existing institutional models of cooperation between domestic ecological businesses and well-known global brands. The authors expressed the opinion that franchising should be considered as one of the promising and progressive models of doing business in Ukraine under martial law, because it makes it possible to attract additional foreign investments in industries that need restoration and development, to provide the Ukrainian consumer with the latest goods/services more quickly, and to make technologies more accessible. The paper presents examples of some successful franchises in Ukraine over the past 3 years in terms of industries, investment size, entry fee, payback period, marketing fees, and royalties. Among the progressive companies are the following: Mandra, KIMS dry cleaners, Lviv Chocolate Workshop, EKONOMBUD, Cheese Kingdom, Rozetka, Aroma Kava, Eco Lavka. Some criteria for choosing an ecological franchise in the context of globalization of the world economy are analyzed, which are reinforced by the opinions of well-known scientists in this area of research. The authors take the scientific position that the influence of ecological franchising is felt in the scientific and technical component of the innovative and digital development of post-industrial countries. Ukraine should develop its own mechanism with effective various tools for implementing franchising relations.