Chapter

Network Governance

Part of the series Contributions to Management Science pp 231-254

Date:

Franchisees’ Websites and Concept Uniformity: A New Challenge for Franchisors

  • Rozenn PerrigotAffiliated withGraduate School of Management, University of Rennes 1 & ESC Rennes, Center for Research in Economics and Management (CREM UMR CNRS 6211) & Institute for Business Law, Estate and Torts (CDA-PR UPRES EA 3195) Email author 
  • , Guy BassetAffiliated withGraduate School of Management, University of Rennes 1, Center for Research in Economics and Management (CREM UMR CNRS 6211)
  • , Danièle Briand-MeledoAffiliated withFaculty of Law and Political Science, University of Rennes 1, Institute for Business Law, Estate and Torts (CDA-PR UPRES EA 3195), and lawyer
  • , Gérard CliquetAffiliated withGraduate School of Management, University of Rennes 1, Center for Research in Economics and Management (CREM UMR CNRS 6211)

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Abstract

This paper aims to highlight the challenges associated with network uniformity and brand image for franchisors, more specifically when their franchisees set up and manage their own website. This practice has some impact on network uniformity which is a key concept in franchising. We analyze the presence of franchisees on the Internet of 471 networks, both in retailing and services, described in the 2011 franchise directory. We find that only 38 franchise networks are concerned about this practice. We use a qualitative approach based on multiple cases studies of these 38 franchise networks. It points out the different aspects of franchisees’ websites that can damage concept uniformity. Maintaining network uniformity when there are various websites set up and run by franchisees entails challenges to franchisors that are presented in this paper within a managerial perspective linked to technical and organizational know-how. Some insights from the legal perspective are also provided.

Keywords

Franchising Franchisees’ websites Internet Uniformity