FRANCHISING AND THE FEATURES OF ITS DEVELOPMENT IN MODERN RUSSIAN ECONOMY
This study is devoted to the features of the use of franchising technologies as a promising model for the development of an effective model. Purpose. Based on the analysis of the features of the use of franchising by the subjects of the Russian business community, the need for further development of networking technologies based on the development of the institutional environment and the application of foreign experience adapted to the peculiarities of the Russian economy is substantiated. Tasks. This paper will analyze the content of franchising technologies and the norms of their legal regulation in the Russian Federation, identify the main forms of franchising used in Russia and abroad, identify trends in the development of franchising, and identify areas for improving network interactions. Methodology. This article uses general scientific methods and special techniques of research, taking into account their gnoseological potential in order to identify the essence of the phenomena studied and determine the directions of their development. Results. The article considers the concept and essence of franchising; it is revealed forms of organization of international franchising;it is studied the trends of the franchise market in Russia; it is identified problems of business organization with the use of franchising technologies Conclusions. Franchising is defined as a system of relations with the participation of the subjects of the business community, operating in accordance with the principles of cooperation, which ensures the reduction of transaction costs of information retrieval and contracting, as well as ensuring the reduction of risks. The classification of franchised business technologies is presented taking into account the methods used and the object of partnership interactions; the conclusion is formulated about the effectiveness of the use of franchising strategies in the conditions of uncertainty of the external environment of business entities.