METHODOLOGICAL APPROACH TO EVALUATION OF FRANCHISING MARKET

This article deals with the nature of methodological approach to the franchising market evaluation developed by authors, which contains stage-by-stage algorithm of evaluation of franchising market. At the same time the development of methodological approach is carried out based on the analysis of approaches of two other authors, elimination of their shortcomings, expansion and improvement of these approaches, according to the principles necessary for an effective evaluation of franchising market.