This article makes a contribution to the state of knowledge on franchising in Russia by
analyzing Russia as a target market for international franchising entrepreneurship. First,
past research and literature on franchising in Russia and other emerging markets is
reviewed. The country’s franchising environment is examined in relation to five
environmental factors: (1) demographics, (2) economy, (3) social and political
environment, (4) culture, and (5) legislation. Some preliminary information on a major
franchising system in Russia is presented. A complete SWOT (strengths, weaknesses,
opportunities, and threats) analysis for international franchising in Russia is provided in
the conclusion section. The article provides an up-to-date overview of Russian franchise
environment, integrating research on the topic and collecting some primary information
on the ground in Russia. |