Social changes and shifts in public values draw close attention to the development of new methods that will allow the better determination of consumer preferences of the population, the harmonization of lucre and creativeness, which is important to improve the effectiveness of sales and the peculiarities of labor conditions at enterprises. The TNCs, incorporated in developing countries, seek to enter African markets where application of such innovative methods will assure that the produced goods and services better meet social preferences and stipulate for progress in employment.