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Do retailers benefit from network affiliation in all locations?

Author

Listed:
  • Magali Chaudey

    (GATE Lyon Saint-Étienne - Groupe d'Analyse et de Théorie Economique Lyon - Saint-Etienne - ENS de Lyon - École normale supérieure de Lyon - UL2 - Université Lumière - Lyon 2 - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon - UJM - Université Jean Monnet - Saint-Étienne - CNRS - Centre National de la Recherche Scientifique)

  • Muriel Fadairo

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Frédéric Perdreau

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

When a retailer enters a new market, the location and the decision whether to join a branded network are two major choices that must be faced. This empirical paper concerns the performance outcome of these choices. Based on French data, we measure the outlet performance with respect to turnover growth and economic return. Our analytical framework and our results highlight that network membership does not systematically provide advantages at the outlet level. The advantages of network membership decrease with increasing distance from the locus of economic activity.

Suggested Citation

  • Magali Chaudey & Muriel Fadairo & Frédéric Perdreau, 2020. "Do retailers benefit from network affiliation in all locations?," Post-Print hal-02887637, HAL.
    • Handle: RePEc:hal:journl:hal-02887637
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    Cited by:

    1. Alexander E. Plesovskikh, 2023. "Special Economic Zones of Russia: Forecasting Decisions of Potential Residents and Resident Generation Process Modeling," Journal of Applied Economic Research, Graduate School of Economics and Management, Ural Federal University, vol. 22(2), pages 323-354.

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