Uniformity in franchising: a case study of a french franchise network with several franchisees having their own website

Rozenn Perrigot (), Guy Basset, Danièle Briand and Gérard Cliquet ()
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Rozenn Perrigot: 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
Guy Basset: 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
Danièle Briand: Faculté de droit et de science politique [Rennes] - UR - Université de Rennes
Gérard Cliquet: 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: In many markets (developed markets and transitional ones), there is a continuous parallel development between online sales and franchising, whatever the industry: retailing and services. The development of online selling in the specific context of franchising has raised some issues. This article aims to explore the impact of the set-up of franchisee websites on network uniformity, which is a key element of franchising. We use a case study to examine different aspects of franchisee websites that can damage concept uniformity. This study involves Intercaves, a French franchise network in the wine and alcohol sector. Maintaining network uniformity when there are various websites set up and run by franchisees entails challenges that are presented in this article within a managerial perspective linked to technical and organizational know-how. The legal perspective in conjunction with intellectual and industrial property law, competition law, and international law is also discussed.

Keywords: franchising; Internet; franchisee websites; uniformity; business and law approach (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (3)

Published in Journal of Marketing Channels, 2013, 20, pp.99-119. ⟨10.1080/1046669X.2013.747862⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00816133

DOI: 10.1080/1046669X.2013.747862

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