World financial crisis has struck various branches of economy. Fall of the business activity index is the evidence of the changing situation in the services sphere and a serious transformation of the market strategies. In the pre-crisis period extensiveness in strategic orientations was a characteristic feature of the companies in the sphere of services. At present instead of a certain general strategic movement there are several different strategic orientations. In the author’s opinion, franchising is one of the most promising integration models during the crisis.
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