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Cycle de vie et événements-ruptures d’un réseau de franchise : conséquences sur la relation franchiseur-franchisés

Author

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  • Odile Chanut

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

Cycle de vie et événements-ruptures d'un réseau de franchise : conséquences sur la relation franchiseur-franchisés. Résumé : Cette recherche de nature exploratoire a pour objectif d'étudier l'influence des évolutions stratégiques des réseaux de franchise sur la relation franchiseur-franchisés. La première partie expose le cadre d'analyse retenu. Le temps est appréhendé dans son aspect continu à travers le concept de cycle de vie et dans son aspect discontinu à travers le concept d'événements-ruptures. La deuxième partie est consacrée à la restitution de résultats de l'étude empirique fondée sur des études de cas. 19 réseaux de franchise ont été analysés à travers les récits de vie de réseaux exposés par des franchiseurs (propriétaire ou cadres dirigeants) et des franchisés des mêmes réseaux. Le processus de développement a été reconstitué grâce à l'étude de réseaux à deux stades de développement, la croissance et la maturité. Sont détaillés les quatre phases du cycle de vie d'un réseau de franchise ainsi que les quatre événements-ruptures qui jalonnent la vie des réseaux : les changements de périmètre du réseau, les changements de stratégie quant au statut des points de vente, les changements de propriétaires, les changements de stratégie marketing. Les conséquences sur la relation entre un franchiseur et ses franchisés sont à chaque fois analysées. Trois points sont ensuite discutés : 1) l'intérêt du concept d'événement-rupture pour compléter celui de cycle de vie d'un réseau. 2) La très grande fréquence des événements-ruptures entraînant des changements de propriétaires. Les franchisés se voient imposer de nouveaux contractants, non choisis et des modifications de stratégie qui peuvent remettre en cause l'économie de leur contrat et l'horizon temporel de la relation. 3) L'évolution des réseaux, avec la maturité, vers plus de directivité vis-à-vis des franchisés. La communication débouche sur la formulation de recommandations managériales pour améliorer le pilotage de la relation. Mots clés : réseau de franchise, relation franchiseur-franchisé, cycle de vie, événement-rupture, récits de vie.

Suggested Citation

  • Odile Chanut, 2008. "Cycle de vie et événements-ruptures d’un réseau de franchise : conséquences sur la relation franchiseur-franchisés," Post-Print hal-01773196, HAL.
    • Handle: RePEc:hal:journl:hal-01773196
    Note: View the original document on HAL open archive server: https://hal.science/hal-01773196
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    References listed on IDEAS

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