Concrete Examples

The following research examples highlight the existence of strong links between theory and practice. The results of academic research can be disseminated among franchise, retail and service chain professionals (as indicated by a series of articles published in specialized magazines such as Franchise Magazine).

 

Franchising and plural form      

According to franchisors, the coexistence of franchised units and company-owned units within a same chain is a source of synergies. But what is the point of view of franchisees?

Forty interviews with franchisees:

  • Confirmed the advantage of the plural form: growth, uniformity, local adaptation and innovation
  • Underlined some limits of the plural form: differences in terms of social status, internal competition, favoritism and managing costs

By reading this article[*], the franchising, retail and service chain professionals can reduce the “negative” perception of franchisees towards the limits of the plural form by attempting to alleviate the differences between the two statuses and trying to include company-owned unit managers into the “big family”, as the franchisees like to describe themselves. Moreover, special effort can be made to federate the members of the chain by organizing common meetings and common commercial challenges.

Franchising and Plural form, IJRDM

 

document pdfFranchising and Plural form, IJRDM
Franchise+et+Mixité_IRJDM.pdf
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Franchising and Plural form, Franchise Magazine

 

document pdfFranchising and Plural form, Franchise Magazine
La+mixité+vue+par+les+franchisés_+Franch
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[*] Perrigot R., Herrbach O. (2012), The plural form from the inside: A study of franchisees’ perceptions about the existence of company-owned outlets within their network, International Journal of Retail & Distribution Management, 40, 7, 544-563.

Franchising and CSR      

 

Corporate Social Responsibility (CSR) is very popular when it comes to big companies. But what about CSR practices in the franchise sector?

A study of the communication of 136 franchisors regarding their CSR activities on their websites stressed:

  • Assessing the CSR communication of the franchisors in France
  • Making a list of all the CSR practices in franchising
  • Underlining the most frequent CSR practices in franchising

The franchising, retail and service chain professionals can, by reading the article[*], compare their CSR communication to other franchisors. They can optimize this communication to reinforce their CSR positioning and differentiate themselves from other franchisors.

Franchising and CSR JSBM

 

document pdfFranchising and CSR, JSBM
Franchise+et+RSE_JSBM.pdf
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Franchising and CSR, Franchise Magazine

 

Franchising and CSR, Franchise Magazinedocument pdf
Responsabilité+sociale+en+franchise_+Fra
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[*] Perrigot R., Oxibar B., Déjean F. (forthcoming), Corporate Social Disclosure in the franchising sector: Insights from French franchisors’ websites, Journal of Small Business Management, DOI: 10.1111/jsbm.12074.

 

Franchising and Development      

Many franchisors adopt a multichannel strategy to attract customers in their stores. But what about communication strategy regarding franchisee candidates?

A case study of the Subway franchise chain in France through a series of 17 interviews (development agents and franchisees) stressed:

  • Underlining the interest of a multichannel strategy to attract franchisee candidates
  • Highlighting the growing importance of the Internet for communication among franchisee candidates
  • Confirming the necessity to maintain human contacts to recruit new franchisees

Franchising, retail and service chain professionals can, by reading the article[*], compare the means of communications they use to attract new franchisees to those of other chains and optimize their communication to increase the development of their chain. This article won the Highly Commended Award Winner at the Literati Network Awards for Excellence 2012.

Franchising and Development, IJRDM

 

document pdfFranchising and Development, IJRDM
Franchise+et+Développement_IRJDM.pdf
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Franchising and Development, Franchise Magazine

 

document pdfFranchising and Development, Franchise Magazine
Comment+attirer+les+franchisés_Franchise
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[*] Perrigot R., Basset G., Cliquet G. (2011), Multi-channel communication: the case of Subwayattracting new franchisees in France, International Journal of Retail & Distribution Management, 39, 6, 434-455. Highly Commended Award Winner at the Literati Network Awards for Excellence 2012.