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Conformism to the Norm and Performance: franchise in the Dual Distribution
[Conformisme à la norme et performance : la franchise dans le mix organisationnel]

Author

Listed:
  • Christophe Daniel

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Régis Dumoulin

    (GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage)

  • Claire Gauzente

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

Abstract

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. "Conformism to the Norm and Performance: franchise in the Dual Distribution [Conformisme à la norme et performance : la franchise dans le mix organisationnel]," Post-Print hal-01328214, HAL.
    • Handle: RePEc:hal:journl:hal-01328214
    DOI: 10.4000/fcs.1758
    as

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