In this paper, for solving generalized linear fractional programming (GLFP), a new branch-and-reduce approach is presented. Firstly, an equivalent problem (EP) of GLFP is given; then, a new linear relaxation technique is proposed; finally, the problem EP is reduced to a sequence of linear programming problems by using the new linear relaxation technique. Meanwhile, to improve the convergence speed of our algorithm, two reducing techniques are presented. The proposed algorithm is proved to be convergent, and some experiments are provided to show its feasibility and efficiency. [ABSTRACT FROM AUTHOR]