Економічні
науки /10. Економіка підприємства
Candidate of Economic Sciences Kolomiiets A.S.
Taras Shevchenko National University of Kyiv
Research of forming stages of commercial concession economic
nature
Commercially concession as a form of business
organization has no historical roots in our country. The experience of such
relationship Ukraine was borrowed from the US, UK and legally enforceable only
in 2004. Thus, the agreement of commercial concession (franchising) in the
domestic business and scientific treatment is used only during the last
decades.
There is no consensus on the country of origin
of franchising. Thus, according to A. Tsirat approaches [1] Y. Sidorov [2] G.
Munina, J. Karyahina, A. Artemenko Y. Koshil [3] its roots go back to medieval
England, where in the XVII century began to form relationships transfer of
rights to use the facility for a fee, similar to modern franchise relationship,
examples of which are baronial legal system to allow for the collection and
calculation of the tax system in the City of London guilds and liveried
companies.
But such scientists as S. Sosna [4], M.
Kolesnik [5] agree that the franchise in its modern sense originated in the
United States in the second half of the nineteenth century and at twentieth
century began to spread in the countries Europe and the world.
Established in 1851, the company J. Singer
sewing machines (Singer Sewing Machine Company) is considered the first example
of the classic franchise. In its activities, it used the principle of the
transfer of rights to sell its products to dealers and their after-sales
service in a limited area for a fee. This approach has enabled the company to
save money to form their own marketing system.
Similarly, there was the use of the franchise
by General Motors in 1989 as an independent company, dealers have the right to
sell products in a particular territory, but the feature is that they invested
in equity and pledged to sell only cars of this brand in this territory. This
company has expanded its sales network with a minimum investment of equity. Now
this form of product sales via franchise is traditional for the automotive
industry (concerns Toyota, VW Group, etc.).
In the late nineteenth century, the company
Coca Cola has also started work on franchising basis. It has developed a recipe
for the drink concentrate, adjusted its production. However, the final
beverage, production, and transfer it to retailers were passed to the shoulders
of wholesalers. This example is a classic case of industrial franchise.
The trend towards globalization of the world
renowned franchises contribute out to international markets, based on the
following reasons: franchise is recognized as one of the most promising and
affordable methods of business organization in the world; through the
development of modern information technology advertising products in other
countries becomes more simple, which enables to form potential markets for
foreign goods; glut of national markets makes searching for new markets for
goods and services abroad; franchise brings economic development of the
countries it is used, and has significant prospects for use in post-socialist
countries and developing countries.
In the twentieth century, the franchise began
to penetrate the retail market. It created the first chain Woolworth, which
became the prototype of the modern supermarket. Another sector, which took over
the franchise, was the service sector and entertainment.
Thus, we can say that the first generation of
the franchise was formed as a new efficient way to move goods within
relationships "wholesaler - retailer." Later (the so-called second
generation of the franchise) was characterized by the transition to a business
format that includes the creation of similar enterprises with established
standards of quality criteria for service when the franchisor receives the
benefits of rapid expansion without forming their own offices and franchisees -
to work under the name of famous trade marks (trade brand) and receive advice
and assistance.
Accelerating the development of franchising in
the postwar period due to the following factors: population growth in the share
of car; creating a dense network of motorways; development of television;
increasing rates of migration; the increasing number of tourists.
All this needed infrastructure development and
was the impetus for the emergence of such famous franchise networks in the food
industry as McDonalds, Kentucky Fried Chicken (KFC), founders of hospitality
such as Hilton, Sheraton and others. Of great importance for the development of
this form of cooperation became the United States law on trademarks (adopted in
1946). The company, which noted some individual differences, with a good
reputation, high quality products, could get trademark or sign, which made
possible the transfer of the right to use this TM in a particular area for a
fee and subject to quality standards set by the owner. This situation made it
possible to expand the network owner without a significant investment of funds,
and the buyer gave the opportunity to enlist the support of an experienced
partner in starting their own business.
But the real peak of the franchise went
70-80-ies. When US antitrust laws, understanding the prospects of a new form of
business has its own views on the franchise.
References:
1. Цират
А. В. Франчайзинг и франчайзинговый договор / А. В. Цират. – К.: Истина, 2002. –
246 с.
2. Сидоров
Я. Договір комерційної концесії: аналіз зарубіжного досвіду і тенденції
розвитку в Україні / Я. Сидоров // Підприємництво, господарство, право. –
2004. – № 1. – С. 51–54.
5. Колісник М. К., Сміх К. Е. Стан підприємств
машинобудування в Україні і можливі шляхи виходу з кризи за допомогою стратегії
інтеграції / М. К. Колісник, К. Е. Сміх // Регіональна економіка. –
2008. – № 4. – С. 163–173.