INFORMATION AND TELECOMMUNICATION TECHNOLOGIES AS A TOOL FOR KNOWLEDGE EXCHANGE IN GLOBAL FRANCHISING NETWORKS
Abstract
The purpose of the article is to explore the role of information and communication technologies (ICT) as an effective tool for knowledge exchange among participants of global franchising networks. The research has revealed that ICT plays a key role in ensuring quick access to up-to-date knowledge, standardized training materials, recommendations, and action protocols within franchising networks. The research objectives presented in the article were achieved through the use of general scientific research methods, namely: analysis, systematization, and generalization. Methodology of research basis of the study includes logical-dialectical methods of scientific inquiry, methods of systems analysis, as well as specific methods such as analysis and synthesis. Findings. The research results can be used for the development of digital transformation strategies for franchising networks, improvement of personnel training systems, and standardization of operations. The article examines the role of information and communication technologies (ICT) in knowledge exchange processes within franchising networks. It has been proven that the effective use of ICT contributes to eliminating communication barriers, reducing transaction costs, and improving coordination between franchisors and franchisees. The main categories of ICT tools used in franchising networks are identified, including knowledge management systems, corporate social networks, training platforms, and virtual workspaces. The key factors influencing the effectiveness of knowledge exchange are analyzed, and the main barriers to ICT implementation are determined. The significance of organizational culture, technical support, and personnel training in the digital transformation of franchising companies is highlighted. Practical value. The presented findings may be useful for franchisors and franchisees in developing strategies for implementing digital solutions to enhance the competitiveness of the network. The study categorizes key ITT tools used in franchising networks, such as knowledge management systems, corporate social networks, e-learning platforms, and virtual workspaces.
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