IDEAS home Printed from https://ideas.repec.org/a/wly/mgtdec/v46y2025i4p2431-2447.html
   My bibliography  Save this article

Omnichannel Reconfiguration Capabilities in Franchising: A Meso‐Foundations Analysis

Author

Listed:
  • Nabil Ghantous
  • Damien Chaney
  • Fabienne Chameroy
  • Sophie Jeanpert
  • Maryline Schultz

Abstract

With the rise of digitalization, retailing and services organizations are increasingly shifting towards omnichannel strategies, seeking to offer seamless service experiences across multiple channels. While extant research highlights that organizations adopting omnichannel strategies must undergo deep transformation, there is a dearth of research on omnichannel reconfiguration in franchising. However, omnichannel reconfiguration could be more complex in decentralized networks such as franchised ones, marked by franchisee autonomy and a subtle balance that ensures collaborative entrepreneurship while avoiding intra‐brand competition. This research addresses this gap by adopting a dynamic capabilities perspective and investigating the meso‐foundations of omnichannel reconfiguration. Seven case studies with French franchise networks reveal three classes of meso‐level reconfiguration capabilities, related to learning, change management, and governance capabilities. The case studies also uncover how the foundations and role of the three classes of capabilities vary in terms of how franchise networks sense omnichannel opportunities, seize them, and transform to leverage them.

Suggested Citation

  • Nabil Ghantous & Damien Chaney & Fabienne Chameroy & Sophie Jeanpert & Maryline Schultz, 2025. "Omnichannel Reconfiguration Capabilities in Franchising: A Meso‐Foundations Analysis," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 46(4), pages 2431-2447, June.
    • Handle: RePEc:wly:mgtdec:v:46:y:2025:i:4:p:2431-2447
    DOI: 10.1002/mde.4474
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/mde.4474
    Download Restriction: no
    File URL: https://libkey.io/10.1002/mde.4474?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lanlan Cao, 2014. "Business Model Transformation in Moving to a Cross-Channel Retail Strategy: A Case Study," Post-Print hal-01153301, HAL.
    2. Shane, Scott A. & Hoy, Frank, 1996. "Franchising: A gateway to cooperative entrepreneurship," Journal of Business Venturing, Elsevier, vol. 11(5), pages 325-327, September.
    3. Teppo Felin & Nicolai J. Foss & Koen H. Heimeriks & Tammy L. Madsen, 2012. "Microfoundations of Routines and Capabilities: Individuals, Processes, and Structure," Journal of Management Studies, Wiley Blackwell, vol. 49(8), pages 1351-1374, December.
    4. Gillis, William E. & Combs, James G. & Yin, Xiaoli, 2020. "Franchise management capabilities and franchisor performance under alternative franchise ownership strategies," Journal of Business Venturing, Elsevier, vol. 35(1).
    5. Rozenn Perrigot & Guy Basset & Danièle Briand & Gérard Cliquet, 2013. "Uniformity in franchising: a case study of a french franchise network with several franchisees having their own website," Post-Print halshs-00816133, HAL.
    6. Carlo Salvato & Roberto Vassolo, 2018. "The sources of dynamism in dynamic capabilities," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1728-1752, June.
    7. William E. Gillis & James G. Combs & David J. Ketchen Jr., 2014. "Using Resource–Based Theory to Help Explain Plural Form Franchising," Entrepreneurship Theory and Practice, , vol. 38(3), pages 449-472, May.
    8. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    9. Marc Herz & Clemens Hutzinger & Haris Seferagic & Josef Windsperger, 2016. "Trust, Decision Rights Delegation, and Performance—The Case of Franchising," Journal of Small Business Management, Taylor & Francis Journals, vol. 54(3), pages 973-991, July.
    10. Kathleen M. Eisenhardt & Nathan R. Furr & Christopher B. Bingham, 2010. "CROSSROADS---Microfoundations of Performance: Balancing Efficiency and Flexibility in Dynamic Environments," Organization Science, INFORMS, vol. 21(6), pages 1263-1273, December.
    11. Assâad El akremi & Rozenn Perrigot & Isabelle Piot‐lepetit, 2015. "Examining the Drivers for Franchised Chains Performance through the Lens of the Dynamic Capabilities Approach," Journal of Small Business Management, Taylor & Francis Journals, vol. 53(1), pages 145-165, January.
    12. Eric D. Darr & Linda Argote & Dennis Epple, 1995. "The Acquisition, Transfer, and Depreciation of Knowledge in Service Organizations: Productivity in Franchises," Management Science, INFORMS, vol. 41(11), pages 1750-1762, November.
    13. Hisham Hamid Hawass, 2010. "Exploring the determinants of the reconfiguration capability: a dynamic capability perspective," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 13(4), pages 409-438, October.
    14. Olivier Cochet & Julian Dormann & Thomas Ehrmann, 2008. "Capitalizing on Franchisee Autonomy: Relational Forms of Governance as Controls in Idiosyncratic Franchise Dyads," Journal of Small Business Management, Taylor & Francis Journals, vol. 46(1), pages 50-72, January.
    15. Weaven, Scott & Quach, Sara & Thaichon, Park & Frazer, Lorelle & Billot, Ken & Grace, Debra, 2021. "Surviving an economic downturn: Dynamic capabilities of SMEs," Journal of Business Research, Elsevier, vol. 128(C), pages 109-123.
    16. Assâad El Akremi & Rozenn Perrigot & Isabelle Piot-Lepetit, 2015. "Examining the drivers for franchised chains performance through the lens of the dynamic capabilities approach," Post-Print halshs-01102009, HAL.
    17. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    18. David J. Teece, 2012. "Dynamic Capabilities: Routines versus Entrepreneurial Action," Journal of Management Studies, Wiley Blackwell, vol. 49(8), pages 1395-1401, December.
    19. Constance E. Helfat & Margaret A. Peteraf, 2003. "The dynamic resource‐based view: capability lifecycles," Strategic Management Journal, Wiley Blackwell, vol. 24(10), pages 997-1010, October.
    20. Anja Schulze & Stefano Brusoni, 2022. "How dynamic capabilities change ordinary capabilities: Reconnecting attention control and problem‐solving," Strategic Management Journal, Wiley Blackwell, vol. 43(12), pages 2447-2477, December.
    21. Olav Sorenson & Jesper B. Sørensen, 2001. "Finding the right mix: franchising, organizational learning, and chain performance," Strategic Management Journal, Wiley Blackwell, vol. 22(6‐7), pages 713-724, June.
    22. Dubois, Anna & Gadde, Lars-Erik, 2002. "Systematic combining: an abductive approach to case research," Journal of Business Research, Elsevier, vol. 55(7), pages 553-560, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Seyedesmaeil Mousavi & Bart Bossink & Mario van Vliet, 2019. "Microfoundations of companies' dynamic capabilities for environmentally sustainable innovation: Case study insights from high‐tech innovation in science‐based companies," Business Strategy and the Environment, Wiley Blackwell, vol. 28(2), pages 366-387, February.
    2. Quan Anh Nguyen & Gillian Sullivan Mort, 0. "Conceptualising organisational-level and microfoundational capabilities: an integrated view of born-globals’ internationalisation," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-23.
    3. Altintas, Gulsun & Ambrosini, Véronique & Gudergan, Siegfried, 2022. "MNE dynamic capabilities in (un)related diversification," Journal of International Management, Elsevier, vol. 28(1).
    4. Quan Anh Nguyen & Gillian Sullivan Mort, 2021. "Conceptualising organisational-level and microfoundational capabilities: an integrated view of born-globals’ internationalisation," International Entrepreneurship and Management Journal, Springer, vol. 17(4), pages 1781-1803, December.
    5. Wójcik, Piotr & Obłój, Krzysztof & Buono, Anthony F., 2022. "Addressing social concern through business-nonprofit collaboration: Microfoundations of a firm’s dynamic capability for social responsibility," Journal of Business Research, Elsevier, vol. 143(C), pages 119-139.
    6. Atzmon, Morane Batya & Vanderstraeten, Johanna & Albers, Sascha, 2022. "Small-firm growth-enabling capabilities: A framework for young technology-based firms," Technovation, Elsevier, vol. 117(C).
    7. Desirée Knoppen & Louise Knight, 2022. "Pursuing sustainability advantage: The dynamic capabilities of born sustainable firms," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1789-1813, May.
    8. Schriber, Svante & Löwstedt, Jan, 2018. "Managing asset orchestration: A processual approach to adapting to dynamic environments," Journal of Business Research, Elsevier, vol. 90(C), pages 307-317.
    9. Alessandra Neri & Marta Negri & Enrico Cagno & Vikas Kumar & Jose Arturo Garza‐Reyes, 2023. "What digital‐enabled dynamic capabilities support the circular economy? A multiple case study approach," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 5083-5101, November.
    10. Lauri Haapanen & Pia Hurmelinna-Laukkanen & Jan Hermes, 2018. "FIRM FUNCTIONS AND THE NATURE OF COMPETITIVE ADVANTAGE IN INTERNATIONALIZING SMEs," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(03), pages 1-30, April.
    11. Mirella Muhic & Lars Bengtsson, 2021. "Dynamic capabilities triggered by cloud sourcing: a stage-based model of business model innovation," Review of Managerial Science, Springer, vol. 15(1), pages 33-54, January.
    12. Carlo Salvato & Roberto Vassolo, 2018. "The sources of dynamism in dynamic capabilities," Strategic Management Journal, Wiley Blackwell, vol. 39(6), pages 1728-1752, June.
    13. Huikkola, Tuomas & Kohtamäki, Marko & Ylimäki, Juho, 2022. "Becoming a smart solution provider: Reconfiguring a product manufacturer's strategic capabilities and processes to facilitate business model innovation," Technovation, Elsevier, vol. 118(C).
    14. Hélène Laurell & Leona Achtenhagen & Svante Andersson, 2017. "The changing role of network ties and critical capabilities in an international new venture’s early development," International Entrepreneurship and Management Journal, Springer, vol. 13(1), pages 113-140, March.
    15. Hazhir Rahmandad & Nelson Repenning, 2016. "Capability erosion dynamics," Strategic Management Journal, Wiley Blackwell, vol. 37(4), pages 649-672, April.
    16. Kazadi, Kande & Lievens, Annouk & Mahr, Dominik, 2016. "Stakeholder co-creation during the innovation process: Identifying capabilities for knowledge creation among multiple stakeholders," Journal of Business Research, Elsevier, vol. 69(2), pages 525-540.
    17. C. Lakshman & Sangeetha Lakshman & Kubilay Gok, 2023. "Managers’ knowledge and customer-focused knowledge management as dynamic capabilities: implications for innovation performance," Asian Business & Management, Palgrave Macmillan, vol. 22(1), pages 246-274, February.
    18. Dildar Hussain & Marijana Sreckovic & Josef Windsperger, 2018. "An organizational capability perspective on multi-unit franchising," Small Business Economics, Springer, vol. 50(4), pages 717-727, April.
    19. Shahriar Akter & Saradhi Motamarri & Shahriar Sajib & Ruwan J. Bandara & Shlomo Tarba & Demetris Vrontis, 2024. "Theorising the Microfoundations of analytics empowerment capability for humanitarian service systems," Annals of Operations Research, Springer, vol. 335(3), pages 989-1013, April.
    20. Daliborka Witschel & Julian Marius Müller & Kai-Ingo Voigt, 2023. "What Takes the Wind out of Their Sails? A Micro-Foundational Perspective of Challenges for Building Dynamic Capabilities Towards Digital Business Model Innovation," Schmalenbach Journal of Business Research, Springer, vol. 75(3), pages 345-388, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:mgtdec:v:46:y:2025:i:4:p:2431-2447. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www3.interscience.wiley.com/cgi-bin/jhome/7976 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.