0000000000514614
AUTHOR
Sophie Jeanpert
Franchisor practices for optimal omnichannel deployment in franchising networks
International audience; 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.
The Impact of Omnichannel Strategies on Franchisee-Franchisor Relationship Quality
International audience; While omnichannel strategies have become increasingly ubiquitous in franchising, there is a dearth of academic research on how franchisees perceive omnichannel retailing and how the latter impacts the franchise relationship. Yet, the rise of omnichannel strategies could modify the relationship between the franchisor and the franchisees in different ways. For instance, the diversity of channels could reduce the ability of franchisors to monitor their franchisees and could empower the latter (Lee et al., 2019). Some channels, mainly the brand’s website, could introduce new forms of intra-brand competition between the franchisor and franchisees’ units (Bridges, 2017; Cl…