finally, kodak realized that it needed to build a distribution channel for its products. rather than invest directly in its own stores, the company set up a franchising program to open kodak express stores throughout russia to sell its products and develop film. these owner operated stores adhere to strict business guidelines kodak set down in its master franchise agreement. the stores are clean, attractively designed, have a consistent appearance the helps promote the kodak brand, and are staffed by friendly and polite employees. these stores rapidly set a new standard for retailing in russia. within three years, more than 350 kodak express outlets had opened in russia, and today there are several thousand of them.