The role of micro-franchising in supporting women retailers in the energy sector in sub-Saharan Africa: The case of the Mivo Energie network in Togo

Komlanvi Elom Gbetchi and Rozenn Perrigot

Journal of Retailing and Consumer Services, 2025, vol. 82, issue C

Abstract: Women entrepreneurs in developing countries are essential to the success of sustainability development programs. However, as retailers, these women face difficulties that often prevent them from being real players in these programs. Based on a case study of Mivo Energie which distributes energy products in Togo and 26 interviews with staff at the headquarters and women micro-franchisees, this article highlights how micro-franchising supports women retailers in Africa by providing them with know-how, a brand, assistance, human relationships and shared values. This research contributes to the literature on women's retailing in developing countries and to the practice of micro-franchising.

Keywords: Women retailing; Micro-franchising; Energy; Togo; Qualitative approach (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003874

DOI: 10.1016/j.jretconser.2024.104091

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