Conformism to the Norm and Performance: franchise in the Dual Distribution

Conformisme à la norme et performance: la franchise dans le mix organisationnel

Christophe Daniel (), Régis Dumoulin () and Claire Gauzente ()
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Christophe Daniel: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Régis Dumoulin: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Claire Gauzente: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes

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Abstract: Combining standard economic approaches with sociological neo-institutionalism by the introduction of "conformism to a norm" as an independent variable, we analyse the impact of this variable on performance in the framework of franchise networks. From French Data obtained from 1999 to 2004, our results show that non-conformism increases turnover and decreases profitability, but only up to certain thresholds. This result allows us to measure the importance of this variable for the determination of the optimum mix between franchise and retail chain. Retail outlet networks may favor or not conformism through a volume or profitability objective, according to the sought performance indicator.

Keywords: conformisme; écart à la norme; mix franchise-succursalisme; Performance (search for similar items in EconPapers)
Date: 2016
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Published in Finance Contrôle Stratégie, 2016, 19-1, pp.1-23. ⟨10.4000/fcs.1758⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01328214

DOI: 10.4000/fcs.1758

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