Keyword: «hybrid form of coordination»

The article is concerned with the problem of increasing the efficiency of the franchising institution in Russia due to the development of the institutional environment. The author reveals the peculiarities of the franchising institution from the point of view of the hybrid form of contract coordination. A classification of five types of transaction costs is presented, helping to reduce the risks of franchising relationships between the franchisor and the franchisee. The current characteristic of the structure and role of the Russian franchise market in the economy of our country is given. The conclusions made by the author concerning tools for increasing the effectiveness of franchising contracts are confirmed by the research results of the practical work carried out at the Institute of Economics and Law of Petrozavodsk State University from 2015-2018.