Plural form franchise networks: A test of Bradach’s model

Cliquet, Gérard and Pénard, Thierry

Journal of Retailing and Consumer Services, 2012, vol. 19, issue 1, 159-167

Abstract: This paper focuses on plural form organizations within franchise networks. Plural form can be defined as the simultaneous presence of both franchised and company-owned outlets in the same network. Bradach (1998) developed a model composed of four challenges that a franchisor should meet in order to benefit from plural form organization. The aim of the present article is to test the predictions of the Bradach’s model of plural form networks. A conceptual model regarding the determinants of the proportion of company-owned outlets (PCO) is estimated with data from French franchise networks. We show that the statutory choices are actually driven by the four challenges highlighted by Bradach, namely the challenges of expansion, concept uniformity, local responsiveness, and network-wide adaptation.

Keywords: Bradach’s model; Company-owned outlets; Franchising; PCO; Plural form networks. (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:19:y:2012:i:1:p:159-167

DOI: 10.1016/j.jretconser.2011.11.005

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