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

Part of the Contributions to Management Science book series (MANAGEMENT SC.)


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.


Franchising Franchisees’ websites Internet Uniformity 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.Graduate School of ManagementUniversity 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)Rennes Cedex 7France
  2. 2.Graduate School of ManagementUniversity of Rennes 1, Center for Research in Economics and Management (CREM UMR CNRS 6211)Rennes Cedex 7France
  3. 3.Faculty of Law and Political ScienceUniversity of Rennes 1, Institute for Business Law, Estate and Torts (CDA-PR UPRES EA 3195), and lawyerRennes CedexFrance

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