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Plural form franchise networks: A test of Bradach's model

Gérard Cliquet and Thierry Pénard ()
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Gérard Cliquet: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR1 - Université de Rennes 1 - UNIV-RENNES - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper focuses on plural form organizations within franchise networks. Plural form can be defined as the simultaneous presence of both franchised and company-owned outlets in the same network. Bradach (1998) developed a model composed of four challenges that a franchisor should meet in order to benefit from plural form organization. The aim of the present article is to test the predictions of the Bradach's model of plural form networks. A conceptual model regarding the determinants of the proportion of company-owned outlets (PCO) is estimated with data from French franchise networks. We show that the statutory choices are actually driven by the four challenges highlighted by Bradach, namely the challenges of expansion, concept uniformity, local responsiveness, and network-wide adaptation.

Keywords: Bradach's model; company-owned outlets; franchising; PCO; plural form networks (search for similar items in EconPapers)
Date: 2012
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Published in Journal of Retailing and Consumer Services, Elsevier, 2012, 19 (1), pp.159-167. 〈10.1016/j.jretconser.2011.11.005〉

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DOI: 10.1016/j.jretconser.2011.11.005

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