Franchise et e-commerce: une approche droit-marketing des problématiques liées à l'exclusivité territoriale

Abstract : The development of e-commerce raises some challenges in the case of franchise networks, above all when franchise contracts contain territorial exclusivity clauses, which are jeopardized by the possibility to sell online. The European Commission generally allows transactional websites to be created upon the initiative of the franchisor or one of its franchisees. This policy raises legal and marketing challenges that are explored in this paper through a bi-disciplinary approach. It focuses on the practices of franchisors (first part) and franchisees (second part) regarding e-commerce as well as on the mechanisms used to pre-empt potential conflicts arising from territorial exclusivity clauses contained in franchise contracts.
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https://halshs.archives-ouvertes.fr/halshs-00846061
Contributor : Anne l'Azou <>
Submitted on : Thursday, July 18, 2013 - 2:38:14 PM
Last modification on : Monday, October 7, 2019 - 11:09:51 PM

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Gurvan Branellec, Rozenn Perrigot. Franchise et e-commerce: une approche droit-marketing des problématiques liées à l'exclusivité territoriale. Décisions Marketing, Association Française du Marketing, 2013, pp.31-44. ⟨10.7193/DM.071.31.44⟩. ⟨halshs-00846061⟩

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