Неформальный компонент внутренней институциональной среды франчайзинговой сети
The paper demonstrates the importance of informal component of internal institutional environment for successful development of franchise network. The informal mechanism of relational coordination is described as a tool that is used in combination with the mechanism of formal contractual regulation of cooperation between franchisee and franchisor in order to make it more flexible. Problems of formation of internal institutional environment are discussed. A list of tools that can be used to adapt new franchisees to internal institutional environment is given. It is demonstrated that not all tools should be used simultaneously – the list of tools depends on franhisor’s resources and the model of his cooperation with franchisees.