Do retailers benefit from network affiliation in all locations?

Magali Chaudey (), Muriel Fadairo () and Frédéric Perdreau ()
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Muriel Fadairo: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Frédéric Perdreau: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: When a retailer enters a new market, the location and the decision whether to join a branded network are two major choices that must be faced. This empirical paper concerns the performance outcome of these choices. Based on French data, we measure the outlet performance with respect to turnover growth and economic return. Our analytical framework and our results highlight that network membership does not systematically provide advantages at the outlet level. The advantages of network membership decrease with increasing distance from the locus of economic activity.

Date: 2020
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Citations: View citations in EconPapers (1)

Published in Economics Bulletin, 2020, 40 (2), pp.1623-1633

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02887637

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