L'évaluation de la proximité perçue par les clients d'un point de vente

L’autonomie des franchisés : facteur critique de succès de la franchise ?

International audience

Sustainable Food Consumption Practices: How Marketing can Contribute to Institutional Change

International audience; Over the past 20 years, health and environmental issues have led to the reshaping of a more sustainable or resilient agriculture and to increased sales of organic and local products. However, organic food accounts for only $4 billion in Canada, barely 2 to 3% of total annual food consumption, and direct-to-consumer markets represent only 3% of Quebecers' food consumption. As sustainable consumption patterns became more prevalent, the food retail landscape had to adapt and has dramatically changed. Thus, Walmart is the largest retailer of organic products in Canada. Some other retail giants have bought chains of health food stores. In the meantime, direct-to-consumer …

Comment les DNVB réinventent la proximité dans le commerce de détail

"De Clercq, Les Rois de la Frite" s'imposent : business développement d'un petit chez les géants !

Thibaud De Clercq, PDG de l'enseigne "De Clercq, Les Rois de la Frite" n'a pas trente ans et déjà 3 points de vente dans Paris, 21 salariés et s'est imposé sur le marché surexploité du fast food. Sa spécialité : la frite belge. Ses trois points de vente sont proches de centre d'affaires (Montmartre) ou d'universités (St Jacques et Tolbiac). Fort de ces trois ouvertures entre 2011 et 2014, il ne souhaite pas s'arrêter là mais s'interroge sur son type de développement sans vendre son âme.

Managers’ and consumers’ representations of the closeness to a store : a contribution to retailer strategy

Getting close to the consumer is one major concern in retailing. This research tries to understand the rehabilitation of small food stores in the French retailing context and explores the notion of closeness in all in its dimensions from a retailer as well as a consumer perspective. The research involves data collection from both retail companies and consumers. The qualitative and quantitative analysis show that creating closeness with the customer can be defined as the management of the spatial, temporal, functional and social distance that links a store to its customers. Seven dimensions can be identified: the access closeness, the functional closeness, the process closeness, the relation…

Sustainable Food Consumption Practices: How Marketing can Contribute to Institutional Change: An Abstract

Over the past 20 years, health and environmental issues have led to the reshaping of a more sustainable or resilient agriculture and to increased sales of organic and local products. However, organic food accounts for only $4 billion in Canada, barely 3% of total annual food consumption, and direct-to-consumer markets represent only 3% of Quebecers’ food consumption (Mundler and Laughrea 2015).

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.

Quels motifs de fréquentation des supermarchés retenir pour construire l’avantage concurrentiel ?

L’indépendance du franchisé : facteur de réussite de la franchise ?

Franchisee autonomy: a key to a successful franchising?

International audience; The relationships between franchisors and franchisees are more dependent on relational and psychological contracts, emerging in a day to day life of the franchise, than from the legal contract. But a few studies are devoted to the organisation of decisions between franchisors and franchisee, or franchisee autonomy. To better understand these relations, we studied the franchise context and existing literature. Then we performed a qualitative analysis among franchise experts, franchisors and franchisees. We carried out semi-directive interviews with 13 franchisees, 5 franchisors and 11 franchise experts and, after a first phase of reading with a floating attention, we …

Understanding franchisee performance : The role of the franchisee’s autonomy, affective commitment to the network and innovativeness

Purpose The purpose of this paper is to investigate the impact of participative franchising on performance from the franchisee perspective. In particular, the paper analyses the impact of the franchisee autonomy – in human resource management and marketing decisions – affective commitment to the network and network innovativeness on the franchisee relative performance. Design/methodology/approach A survey answered by 226 franchisees in France allowed to estimate a structural equations model through partial least squares regression analysis to test the hypothesised relations between autonomy, affective commitment, innovativeness and performance. Findings According to the authors’ findings, …

Differential impact of franchisee’s entrepreneurial orientation dimensions on their performance. Evidence from France.

International audience

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…

Une analyse des risques de renégociation des contrats de franchise

A travers son adhésion à une franchise, un franchisé cherche à entrer dans un réseau d’entrepreneurs légalement et financièrement Indépendants. Il fait ce choix, tout comme celui de l’enseigne, parce qu’il le considère le plus avantageux pour lui. Pour cela, il investit dans le site dont il est le plus souvent propriétaire. Après l’adhésion, les franchisés sont tenus à la mise en œuvre d’un concept commercial selon les règles établies dans un contrat leur imposant une série d’obligations. Les franchiseurs quant à eux disposent de nombreux mécanismes pour assurer le respect de ces obligations, utiles à garantir l’homogénéité de l’image de la marque/enseigne et le succès du réseau. Mais ils n…