Evaluation of the market capitalization factors

The article reflects the theoretical aspects of the concept of capitalization, the factors affecting the indicator. The object of the research is the company “Dodo Franchising”. In the framework of the comparative approach, the company-analogue method estimates the market value of the company Dodo Franchising LLC; the analogue for the assessment is the DP Eurasia NV. In addition, it determines the factors affecting the market value of Dodo Franchising LLC, and the degree of their influence.