Marketing knowledge transfer and management within plural form networks and the potential contribution of information technology

Rémy Epinoux
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Rémy Epinoux: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Marketing knowledge is an essential component of franchise systems and its upward and downward transfers represent real stakes for the success of the franchise concept (especially for the uniformity and the systemwide/local adaptation of the concept). So the purpose of this commmunication is to propose a literature-based overview of knowledge and knowledge transfer processes existing in plural form networks and to discuss the potential contribution of Intormation Technology, especially web-based technologies, to the effectiveness of these processes.

Keywords: Franchise systems; plural form networks; knowledge transfer; organizational learning; Information Technology; Intranet (search for similar items in EconPapers)
Date: 2005-09-15
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Published in Proceedings of the International Conference on Economics and Management of Networks – EMNet, Special Topics: Franchising Networks, Cooperative Networks, Joint Ventures, and Strategic Alliances, Sep 2005, pp.20

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00010452

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