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

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.
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Journal articles
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https://halshs.archives-ouvertes.fr/halshs-00816133
Contributor : Naïla Louise-Rose <>
Submitted on : Friday, April 19, 2013 - 6:44:59 PM
Last modification on : Thursday, January 14, 2021 - 1:22:23 PM

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Rozenn Perrigot, Guy Basset, Danièle Briand, Gérard Cliquet. Uniformity in franchising: a case study of a french franchise network with several franchisees having their own website. Journal of Marketing Channels, Taylor & Francis (Routledge): SSH Titles, 2013, 20, pp.99-119. ⟨10.1080/1046669X.2013.747862⟩. ⟨halshs-00816133⟩

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