BUSINESS MODEL INNOVATION IN FRANCHISING: STRATEGIES FOR SUSTAINABLE PROFITABILITY
DOI:
https://doi.org/10.56238/levv13n31-079Keywords:
Franchising, Entrepreneurial Leadership, Digital Transformation, Strategic Innovation, Risk ManagementAbstract
Franchise network expansion can no longer be understood merely as the replication of a business format. It increasingly requires strategic coordination, adaptive capability, and the structured use of innovation and digital transformation mechanisms. Based on a theoretical-conceptual review of the literature, this article examines how entrepreneurial leadership shapes franchise expansion through the articulation of relational governance, operational digitalization, calibrated autonomy, and risk control. It argues that sustainable network performance does not result solely from standardization, but from the ability to combine system-wide consistency with local learning, vertical cooperation, and efficient knowledge transfer. The analysis suggests that successful expansion tends to depend on leadership capable of integrating entrepreneurial initiative, organizational discipline, and digital coordination tools while preserving brand integrity and long-term competitiveness.
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