Background: These days in uncertain circumstances and economic downturn, innovation is very important for organizations. This applies also on Dutch franchise retail organizations (DFRO’s) and its suppliers, which are in focus in this thesis. The authors argue that shop employees working in the physical shops are a valuable source of innovation and can function as a pass-through of consumer information to the management of a DFRO and its suppliers.The main question is, if and how DFRO’s and its supplier use shop employees as a source of innovation? Purpose: To describe and explore the involvement of shop employees in the innovation process of Dutch franchise retail organizations and its suppliers; and to find out possible advantages and disadvantages of shop employees’ involvement in the innovation processes, and directions of innovation in which shop employees are involved. Method: This thesis is written from a social constructivism perspective with the use of a deductive approach. A holistic multiple case-study of eight Dutch franchise retail organizations was applied by using qualitative method. To collect the empirical data 23 semi-structured interviews with shop employees were conducted in combination with several observations. The collected empirical data was analyzed by using cross-case synthesis method. The research quality is based upon trustworthiness and authenticity. Results and conclusions: The highest degree of involvement of the shop employees in the innovation process by both management and suppliers takes place in the last three stages of the innovation process, which are validation, commercialization and evaluation, in offer- and support-related directions of innovations. In other words, the shop employees are more involved in the innovation process in their own working environment rather than in the decision-making level. The results of the study show that shop employees are willing to be more involved in the innovation process and see more advantages than disadvantages for management, suppliers and themselves. Suggestions for future research: Since this thesis gives interesting results, the future research could be done to strengthen and expand those. The authors suggest to increase the amount of researched DFRO’s; to research multiple shop locations of the same DFRO; to take the position, responsibilities and working period of the shop employees more into consideration. Also the authors see a necessity of future research to confirm the mentioned possible disadvantages and advantages of shop employees’ involvement out of a different perspective.

The master's work consists of 88 sheets, 78 bibliographic sources are used. The relevance of the research topic of the master's work is due to the fact that recently the use of commercial concession in modern entrepreneurial activity has become more widespread, since the use of a well-known brand, trademark, as well as the application of the developed technologies for the production of certain products, allows one to acquire a number of advantages, as for the copyright holder , and for the user and, of course, for the final consumer of the goods. The purpose of the work is to study the features of a commercial concession agreement as a sales management tool. Tasks: To study the concept of a commercial concession agreement and the sources of civil law that govern it; Consider the legal characteristics of a commercial concession agreement; To analyze the economic essence of a commercial concession; To analyze the global picture of commercial concession; To analyze the features of the ratio of the contract of commercial concession with related contracts; Summary of case law on commercial concession cases; Identify the problems of legal regulation of the contract of commercial concession, and offer them optimal solutions; Give the organizational and economic characteristics of LLC “Magnitiv”; To analyze the legal work in LLC “Magnitiv”; Implement a commercial concession in LLC Magnitiv. The methodological tools of the study consisted of general scientific and private legal methods of cognition, such as synthesis, analysis, abstraction, historical, formal logical, statistical, concrete sociological, structural and functional, and others. The practical significance of the study lies in the fact that the conclusions and provisions formulated in it develop and supplement the notions that have developed in science about commercial activity as a subject of legal regulation and can be useful for further research in the field of commercial concession. The main ideas and conclusions of the study can be useful and used to implement a commercial concession at Magnitiv LLC, as well as to improve the activities of the organization as a whole. The information and empirical basis of the study, providing the reliability, reliability, accuracy of conclusions and assumptions, was served by the methods of studying and analyzing literary sources, the information set forth in monographs and scientific articles, regulatory acts of Russian legislation, the charter and local documents of the enterprise. / Магистерская работа состоит из 88 листа, использовано 78 библиографических источников. Актуальность темы исследования магистерской работы обусловлена тем, что в последнее время все большее распространение получает использование коммерческой концессии в современной предпринимательской деятельности, поскольку использование известной торговой марки, торгового знака, а также применение разработанных технологий производства определенной продукции, позволяет приобрести ряд преимуществ, как для правообладателя, так и для пользователя и, безусловно, для конечного потребителя товара. Цель работы – изучить особенности договора коммерческой концессии как средство управления продажами. Задачи: Изучить понятие договора коммерческой концессии и источники гражданского права, которые его регулируют; Рассмотреть правовую характеристику договора коммерческой концессии; Разобрать экономическую сущность коммерческой концессии; Проанализировать мировую картину коммерческой концессии; Проанализировать особенности соотношения договора коммерческой концессии со смежными договорами; Обобщение судебной практики по делам коммерческой концессии; Выявить проблемы правового регулирования договора коммерческой концессии, и предложить для них оптимальные пути решения; Дать организационно-экономическую характеристику ООО «Магнитив»; Провести анализ договорно-правовой работы в ООО «Магнитив»; Реализовать коммерческую концессию в ООО «Магнитив». Методологический инструментарий исследования составили общенаучные и частноправовые методы познания, такие, как синтез, анализ, абстрагирование, исторический, формально-логический, статистический, конкретно-социологический, структурно-функциональный и другие. Практическая значимость исследования состоит в том, что сформулированные в ней выводы и положения развивают и дополняют сложившиеся в науке представления о коммерческой деятельности как предмете правового регулирования и могут быть полезны для дальнейших исследований в области коммерческой концессии. Основные идеи и выводы исследования могут быть полезны и использованы для реализации коммерческой концессии в ООО «Магнитив», а также в совершенствовании деятельности организации в целом. Информационно-эмпирической базой исследования, обеспечивающей достоверность, надежность, точность выводов и предположений, послужили методы изучения и анализа литературных источников, информация, изложенная в монографиях и научных статьях, нормативные акты российского законодательства, устав и локальные документы предприятия.