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Conformisme à la norme et performance : la franchise dans le mix organisationnel

Author

Listed:
  • Christophe Daniel

    (Université d'Angers LUNAM, Granem)

  • Régis Dumoulin

    () (Université d'Angers LUNAM, Granem, ISC Paris)

  • Claire Gauzente

    (Université de Nantes LUNAM, Lemna)

Abstract

(VF)En conciliant les approches économiques traditionnelles et le néo-institutionnalisme sociologique par l’introduction du « conformisme à une norme » comme variable d’intérêt, nous en analysons l’impact sur la performance de réseaux de franchise. Á partir de données françaises recueillies sur six ans, nos résultats montrent que le non-conformisme accroît le chiffre d’affaires et diminue la rentabilité économique, mais ce uniquement jusqu’à certains seuils. Ce résultat nous permet de mesurer l’importance de cette variable pour la détermination du mix optimal entre franchise et succursalisme. Les réseaux de points de vente peuvent donc privilégier ou non le conformisme, en fonction de l’indicateur de performance poursuivi, au travers d’un objectif de volume ou de rentabilité.(VA)Combining standard economic approaches with sociological neo-institutionalism by the introduction of “conformism to a norm” as an independent variable, we analyse the impact of this variable on performance in the framework of franchise networks. From French Data obtained from 1999 to 2004, our results show that non-conformism increases turnover and decreases profitability, but only up to certain thresholds. This result allows us to measure the importance of this variable for the determination of the optimum mix between franchise and retail chain. Retail outlet networks may favor or not conformism through a volume or profitability objective, according to the sought performance indicator.

Suggested Citation

  • Christophe Daniel & Régis Dumoulin & Claire Gauzente, 2016. "Conformisme à la norme et performance : la franchise dans le mix organisationnel," Revue Finance Contrôle Stratégie, revues.org, vol. 19(1), pages 39-64, March.
  • Handle: RePEc:dij:revfcs:v:19:y:2016:i:1:p:39-64.
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    More about this item

    Keywords

    conformisme; écart à la norme; performance; mix franchise; succursalisme; conformism; norm; franchise mix.;

    JEL classification:

    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L23 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Organization of Production
    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance

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