SOCIAL FRANCHISING FOR SCALING SOCIAL ENTREPRENEURSHIP IN UKRAINE’S POST-WAR RECOVERY

Abstract

The relevance of the study stems from the need to substantiate the potential of social franchising as an effective strategy for replicating successful social solutions to ensure the prompt resolution of societal challenges through proven business models. The purpose of the article is to justify the potential of social franchising as a strategic tool for scaling social changes within the process of Ukraine's post-war recovery. The methodology employed to achieve the research objectives includes logical generalization, scientific abstraction, structural analysis, and the analytical method. The study examines various types and formats of social franchising implementation and summarizes the key success factors for the effective functioning of the model. These factors include: a proven and documented business model, quality standards and control mechanisms, a knowledge transfer and personnel training system, digital infrastructure and social KPI monitoring, material and human resources, brand strength and marketing support, financial self-sufficiency, compliance with ESG standards, model adaptability to regional markets and legislation, value-based partner selection, unity of social mission and corporate culture, stakeholder engagement, and the development of horizontal ties and knowledge sharing within the network. The results provide examples of social franchising across diverse industries and countries. Based on an analysis of international and domestic experience, it is determined that the viability of the model depends on the balance between strict adherence to operational standards (the "core") and adaptability to regional market conditions. The study explores the adaptation of business models to various economic and cultural contexts, highlighting the importance of timely strategic adjustments and the identification of "points of no return" to maintain the network's economic sustainability. The practical significance of the research lies in identifying the success factors of social franchising, which enable the effective scaling of social solutions and accelerate project implementation through the adaptation of viable business models.