Franchise et e-commerce: une approche droit-marketing des problématiques liées à l'exclusivité territoriale

Gurvan Branellec () and Rozenn Perrigot ()
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Gurvan Branellec: AMURE - Aménagement des Usages des Ressources et des Espaces marins et littoraux - Centre de droit et d'économie de la mer - IFREMER - Institut Français de Recherche pour l'Exploitation de la Mer - UBO - Université de Brest - IUEM - Institut Universitaire Européen de la Mer - IRD - Institut de Recherche pour le Développement - INSU - CNRS - Institut national des sciences de l'Univers - UBO - Université de Brest - CNRS - Centre National de la Recherche Scientifique - CNRS - Centre National de la Recherche Scientifique
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

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Abstract: The development of e-commerce raises some challenges in the case of franchise networks, above all when franchise contracts contain territorial exclusivity clauses, which are jeopardized by the possibility to sell online. The European Commission generally allows transactional websites to be created upon the initiative of the franchisor or one of its franchisees. This policy raises legal and marketing challenges that are explored in this paper through a bi-disciplinary approach. It focuses on the practices of franchisors (first part) and franchisees (second part) regarding e-commerce as well as on the mechanisms used to pre-empt potential conflicts arising from territorial exclusivity clauses contained in franchise contracts.

Keywords: approche bi-disciplinaire; franchise; e-commerce; exclusivité territoriale; Commission européenne (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (2)

Published in Décisions Marketing, 2013, 71, pp.31-44. ⟨10.7193/DM.071.31.44⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00846061

DOI: 10.7193/DM.071.31.44

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