Subject. The article overviews the franchise market functioning in general and in the domestic and foreign markets, during the pandemic. Objectives. The purpose is to identify weaknesses of the franchise business during crisis and develop a concept for overcoming it, without significant change in the paradigm and business positioning in the market. Methods. We reveal, make a systems analysis, and create the relationship between business development and the pandemic. This relationship helps study the main problems, faced by any business in crisis situation, and search for ways to overcome the unfavorable economic situation. Results. We unveil the features that enable to keep the business afloat in conditions of pandemic and subsequent crisis. We consider the main methods of introducing innovative solutions into the already established system of franchise and analyze the obtained results. The paper shows that there are effective methods and ways of making managerial decisions, aimed at mobilizing revenue and attracting investment in crisis. The findings may help create universal theoretical and methodological frameworks for crisis management of any enterprise. Conclusions. The world around us will never be the same again. The future belongs to information space and innovative new approaches to business management and development, therefore, the issue of creating a methodology for enterprise development in crisis is critical nowadays.
Keywords: franchise, pandemic, crisis, franchising, Russian business
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