Franchise Competitiveness Evaluation Criteria

The competitiveness of the franchise can be called the key to the success of the franchisor and the franchisee. However, there has not been developed a common methodology for the assessment of franchising projects in terms of their competitiveness so far. The determining of competitiveness of the franchises is an important component, because the correct evaluation of such parameter makes it possible to predict the future development of franchised businesses, however, this process raises many questions for potential franchisors and franchisees, and organizations involved in the ranking of franchises. To solve this problem by applying a uniform methodology of assessment of franchise projects using unified and publicly available criteria. This will lead to the creation of a unified franchise base in the future. During the study the analysis of two existing franchise ratings was carried out, the drawbacks of their compilation were identified, and a new set of criteria for assessing franchise competitiveness was defined. Moreover, the usability of the new methodology has been proven, recommendations have been developed to promote this methodology and to improve approaches to assessing franchises.