EXPANDING INTO INTERNATIONAL MARKETS THROUGH FRANCHISING: KEY APPROACHES AND SOLUTIONS

The article examines franchising as a tool for international expansion. It explores key approaches, solutions, advantages, and challenges faced by companies entering new markets. Special attention is given to the Russian experience, including successful brand examples and government support initiatives. Strategies for adapting business models, selecting partners, overcoming legal and cultural barriers, and utilizing modern technologies such as data analytics and CRM systems are analyzed. The challenges related to legal, economic, and linguistic aspects are discussed, along with recommendations for addressing them. The practical significance of the study lies in providing recommendations for companies leveraging franchising for global growth. The theoretical significance lies in analyzing the factors that enhance the competitiveness of Russian franchises. The article highlights industry prospects, including the growth of eco-friendly and medical franchises, digitalization, and expansion into emerging markets.