Les réseaux de franchise de produits seraient-ils plus déceptifs pour le franchisé que les réseaux de franchise de services ? Un éclairage grâce à l'analyse de données textuelles

Odile Chanut ()
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Odile Chanut: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: In France, the franchising business format represents more than 1150 franchisers connected to 46 000 franchisees. Our research aims at analysing how the relationship between franchiser and franchisee evolves, especially when the networks reach maturity, in order to improve the franchisor's management of the network. The empirical part of the study consisted of case studies of 19 different franchise systems in various industries at different stages of the life cycle. Both franchisors and franchisees were interviewed in depth using narrative methods and semi-directive interviews. Interviews were recorded and retranscripted. The corpus represents 544 pages. The data were analysed using a combination of classical analysis (thematic analysis, chronological schemes) and Computer Assisted Qualitative Data Analysis Software (CAQDAS). Two uses of CAQDAS were combined. The first one consisted of an analysis without any a priori to read the text through the lexical universes of actors (using a software called Alceste). The second one consisted in testing the following hypothesis : relationships between franchiser and franchisee are more difficult in product franchise than in service franchise (the software used were Sphinx Lexica). This paper presents the interest of using these two different approaches of CAQDAS. It ends with suggesting some recommendations for a management framework.

Keywords: franchising business format; service franchise; Qualitative and interpretative research; product franchise; Computer Assisted Qualitative Data Analysis Software (CAQDAS); réseaux de franchise; franchise de produits; franchise de services; recherche qualitative; analyse de données textuelles; Distribution (search for similar items in EconPapers)
Date: 2008-11-12
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Published in Journées de Recherche en Marketing de Bourgogne, Nov 2008, Dijon, France

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