6533b822fe1ef96bd127d3c5

RESEARCH PRODUCT

Franchisor practices for optimal omnichannel deployment in franchising networks

Fabienne ChameroyMaryline SchultzNabil GhantousDamien ChaneySophie Jeanpert

subject

franchising[SHS.GESTION]Humanities and Social Sciences/Business administrationomnichanel strategy[SHS] Humanities and Social Sciences[SHS.GESTION] Humanities and Social Sciences/Business administration[SHS]Humanities and Social Sciences

description

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.

yearjournalcountryeditionlanguage
2023-06-06
https://amu.hal.science/hal-04145179