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Uniformity in franchising: a case study of a french franchise network with several franchisees having their own website

Author

Listed:
  • Rozenn Perrigot

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Guy Basset

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Danièle Briand

    (FACULTE DE DROIT ET SCIENCES POLITIQUES - UR - Université de Rennes)

  • Gérard Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

In many markets (developed markets and transitional ones), there is a continuous parallel development between online sales and franchising, whatever the industry: retailing and services. The development of online selling in the specific context of franchising has raised some issues. This article aims to explore the impact of the set-up of franchisee websites on network uniformity, which is a key element of franchising. We use a case study to examine different aspects of franchisee websites that can damage concept uniformity. This study involves Intercaves, a French franchise network in the wine and alcohol sector. Maintaining network uniformity when there are various websites set up and run by franchisees entails challenges that are presented in this article within a managerial perspective linked to technical and organizational know-how. The legal perspective in conjunction with intellectual and industrial property law, competition law, and international law is also discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:hal:journl:halshs-00816133
    DOI: 10.1080/1046669X.2013.747862
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    Cited by:

    1. Thierry Pénard & Rozenn Perrigot, 2015. "Search Online – Purchase Online in Franchising: An Empirical Analysis of Franchisor Website Functionality," Economics Working Paper Archive (University of Rennes 1 & University of Caen) 201517, Center for Research in Economics and Management (CREM), University of Rennes 1, University of Caen and CNRS.
    2. Pénard, Thierry & Perrigot, Rozenn, 2017. "Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 164-172.
    3. Kacker, Manish & Perrigot, Rozenn, 2016. "Retailer use of a professional social media network: Insights from franchising," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 222-233.

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