Digital franchising and entrepreneurship: Effects of digital technology on the relations of business process participants

Abstract

One of the most popular forms of business in many industries of the world economy is franchising. The advance of franchising has changed the operational environment for economic entities and created the need to adjust operational processes, generate new knowledge and implement them in operations. The purpose of this paper is to analyse the potential of digital franchising and involved drivers of growth exploited by innovative franchisers in the long run. The paper provides an analysis and specifies the theoretical aspects of operating digital franchising by an entrepreneurial enterprise. The drivers of growth exploited by innovative franchisers in the long run are determined. Digital franchising trends are profiled against the backdrop of digitalisation of the world economy.