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.
This research was supported by France’s National Research Agency (ANR “Programme Blanc” – FRANBLE) and Human Sciences Institute in Brittany (MSHB – RECOMAD). The authors sincerely thank the ANR and the MSHB for their support and Kelly PRIOUX and Thomas SIMON for their valuable assistance regarding the websites’ observation.
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Perrigot, R., Basset, G., Briand-Meledo, D., Cliquet, G. (2013). Franchisees’ Websites and Concept Uniformity: A New Challenge for Franchisors. In: Ehrmann, T., Windsperger, J., Cliquet, G., Hendrikse, G. (eds) Network Governance. Contributions to Management Science. Physica, Berlin, Heidelberg. https://doi.org/10.1007/978-3-7908-2867-2_13
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