Franchisor practices for optimal omnichannel deployment in franchising networks

Fabienne Chameroy (), Maryline Schultz (), Nabil Ghantous (), Damien Chaney () and Sophie Jeanpert ()
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Fabienne Chameroy: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Maryline Schultz: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Nabil Ghantous: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Damien Chaney: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Sophie Jeanpert: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: This research contributes to theory by extending the knowledge on power in franchise relationships to the case of omnichannel marketing. As the relative autonomy of franchisees can be an obstacle to optimal omnichannel integration, the research uncovers three broad forms of franchisor practices to align franchisees to the omnichannel strategy, rooted in an enforcing, a collaborative, and an empowering stance.

Keywords: franchising; omnichanel strategy (search for similar items in EconPapers)
Date: 2023-06-06
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Published in International Society Of Franchising, Jun 2023, Rennes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04145179

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