Mastery of the supply chain and franchise relationship: a promising research perspective

Maîtrise de la chaîne logistique et relation de franchise: une perspective de recherche prometteuse

Allègre Thierry, François Fulconis () and Gilles Paché ()
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Allègre Thierry: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
François Fulconis: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Gilles Paché: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: Since the 1980s, the franchise relationship has given rise to numerous investigations in marketing and distribution. It refers to a contract between legally independent companies, the franchisor and franchisees. The franchisor owns a brand and/or concept, while franchisees exploit the franchisor's brand and/or concept. In the managerial literature, this inter-organizational collaboration is often analyzed from the financial and commercial point of view. On the other hand, the logistics point of view has been rarely addressed in this literature. Beyond its procurement and distribution function, we need to know if the logistics management offers a source of competitive advantage over the competitors, and the conditions under which value-added supply chains make franchise network more attractive to franchisees. The programmatic article indicates the presence of a promising research perspective at this level and highlights the issues at stake.

Keywords: Network; Supply chain; Marketing channel; Réseau; Chaîne logistique; Service; Canal de distribution; Franchise (search for similar items in EconPapers)
Date: 2018-10-04
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-01889591
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Published in 21ème Colloque International Etienne Thil, lnstitut du Marketing et du Management de la Distribution (IMMD) - Association Française du Marketing (AFM), Oct 2018, Roubaix, France. pp. 1-14

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