Franchising remains a critical driver of global economic growth, providing a structured pathway for business expansion, entrepreneurship, and cross-border investment. To address the evolving complexities of this business model, academics and industry leaders must continuously share empirical findings and strategic frameworks. From May 21 to 24, 2025, the scenic village of Tochni became the focal point for these discussions as it hosted the 38th annual International Society of Franchising (ISoF) Conference. Co-organized by the ISoF and Frederick University’s School of Business and Law, this franchise research conference gathered international scholars to examine current trends, operational challenges, and technological innovations shaping the industry.
This four-day event highlighted the expanding scope of franchising, moving beyond traditional retail models to incorporate advanced technologies like artificial intelligence and blockchain, as well as complex social dynamics and legal reforms. For business professionals, researchers, and prospective students, understanding the insights shared at this conference provides a valuable lens through which to view the future of global commerce. Explore our related articles for further reading.
Why the ISoF Conference Matters for Global Franchising Strategies
The International Society of Franchising Conference is widely recognized as a premier forum for advancing the theoretical and practical understanding of franchising. Unlike industry trade shows that focus primarily on sales and lead generation, the ISoF conference prioritizes rigorous academic inquiry and evidence-based strategies. Bringing together international scholars from universities across Europe, North America, and the Middle East, the event fosters a unique environment where theoretical research meets real-world application.
Franchising networks are inherently complex, relying on a delicate balance of collaboration and competition between franchisors and franchisees. As markets become more fragmented and consumer behaviors shift rapidly, the strategies that governed franchising a decade ago are no longer sufficient. The conference provides a structured setting to dissect these changes, offering attendees actionable insights into network governance, organizational design, and competitive positioning. By hosting this prestigious event, Frederick University demonstrated its commitment to positioning its academic community at the forefront of global business research.
Key Themes and Emerging Trends Discussed by International Scholars
The 2025 conference schedule featured a comprehensive array of sessions designed to address the multifaceted nature of modern franchising. Over the course of two full days of presentations and panels, international scholars explored several critical themes that are currently redefining the industry.
The Integration of Blockchain and Decision Rights
One of the most compelling topics addressed at the conference was the intersection of distributed ledger technology and franchise governance. Dr. Josef Windsperger from the University of Vienna and Dr. Marijana Srećković from the Technical University of Vienna were awarded the Best Paper Award for their research titled, “Blockchain and Decision Rights in Franchise Networks: A Property Rights Approach.”
Their paper examined how blockchain technology can fundamentally alter the allocation of decision rights within franchise systems. Traditionally, franchisors maintain strict control over brand standards and supply chains, while franchisees manage local operations. Blockchain introduces the possibility of smart contracts and decentralized, immutable record-keeping, which could reduce information asymmetry and lower transaction costs between the two parties. By applying a property rights approach, the researchers provided a theoretical framework for understanding when and how franchise networks might adopt blockchain to optimize governance without sacrificing brand integrity. This research is particularly relevant for large, multi-national franchise systems looking to scale operations while maintaining compliance across diverse jurisdictions.
Advancing Customer Service and Intellectual Landscapes
The conference also placed a strong emphasis on human-centric strategies and the meta-analysis of existing research. The Best Student Paper Award was shared between two outstanding researchers. Antonio Porto, from the University of Wisconsin Milwaukee, co-authored a paper with Dr. Steve Michael titled, “Superior Customer Service as a Competitive Strategy in Chains: Entrepreneurial Orientation and Market Dynamics.” This research investigated how franchisees who exhibit high entrepreneurial orientation can leverage superior customer service to differentiate themselves in highly competitive local markets, effectively turning standardized corporate protocols into localized competitive advantages.
Concurrently, Denis Zenios from the Technical University of Munich (TUM) in Germany, along with Dr. Nina Gorovaia—a faculty member at Frederick University—presented “Mapping the Intellectual Landscape of Franchising Research: Topic Modeling of ISoF Papers.” This study utilized advanced topic modeling techniques to analyze decades of ISoF conference papers, identifying historical trends, persistent gaps in the literature, and emerging areas of interest. Having a Frederick University faculty member co-author this award-winning paper underscores the institution’s active role in guiding the future direction of franchise research.
The Strategic Role of Frederick University’s School of Business and Law
Hosting an event of this magnitude requires significant institutional capacity, academic credibility, and logistical expertise. Frederick University’s School of Business and Law successfully managed the complexities of organizing a multi-day international conference, accommodating scholars from various time zones and cultural backgrounds. Dr. Nina Gorovaia, an Associate Professor of Strategy and Management at the Department of Business Administration and a member of the ISoF Board, played a pivotal role in bringing the conference to Cyprus.
Dr. Gorovaia noted that hosting the event highlighted emerging research in franchising while simultaneously showcasing Cyprus as a welcoming and capable venue for international academic dialogue. For a university, participating in and leading such events elevates the profile of its academic programs. Students enrolled in the School of Business and Law benefit directly from an environment where faculty members are actively engaged in award-winning, globally recognized research. This exposure ensures that the curriculum remains aligned with the latest industry developments and theoretical advancements.
Connecting Europe, the Middle East, and Cyprus Northern
Selecting Tochni as the venue for the conference was a deliberate choice that offered international scholars a distinct experience. Unlike traditional urban conference centers, the scenic village of Tochni provided a focused, immersive environment conducive to deep academic exchange and professional networking. The geographic location of Cyprus also played a strategic role in the conference’s demographics.
Situated at the crossroads of three continents, Cyprus serves as a natural bridge connecting Southern Europe, the broader Middle East, and economic zones extending to Cyprus Northern. This strategic positioning allowed the ISoF conference to attract a diverse cohort of researchers and practitioners who might not typically intersect at events held in North America or mainland Europe. The discussions benefited from this diversity, incorporating perspectives on franchising in emerging markets, cross-cultural management challenges, and regional legal frameworks that govern franchise agreements in different geopolitical contexts.
Implications for Business Professionals and Future Students
The research presented at the ISoF conference is not confined to academic journals; it has direct implications for business professionals managing or investing in franchise networks. Understanding the property rights implications of blockchain, or the competitive advantages of entrepreneurial customer service, equips franchisors and franchisees with the knowledge needed to adapt their strategic planning.
For prospective students considering a career in business, management, or law, attending a university that actively engages with global research networks is a significant advantage. Frederick University provides students with access to faculty who are not just teaching from textbooks, but are actively writing the textbooks and peer-reviewed papers that define modern business strategy. Engaging with this caliber of research prepares graduates to enter the workforce as analytical, forward-thinking professionals capable of navigating complex organizational challenges. Submit your application today. Schedule a free consultation to learn more.
Building the Future of Franchising Research
The 38th annual International Society of Franchising Conference concluded on May 24 with an ISoF board meeting and an awards ceremony that celebrated academic excellence and ongoing collaboration. The event reinforced the idea that franchising is a dynamic, multifaceted field that requires continuous, rigorous inquiry. From the integration of cutting-edge technologies like AI and blockchain to the exploration of social franchising and legal reform, the scope of the discipline is expanding rapidly.
By successfully hosting this international gathering, Frederick University has solidified its reputation as a hub for academic excellence and industry innovation. The connections made, the papers presented, and the awards granted in Tochni will continue to influence franchising strategies and academic curricula worldwide in the years to come. As the boundaries of business models continue to evolve, the partnership between academia and industry remains essential for driving sustainable economic growth and operational efficiency.
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