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An attempt at a phenomenology of the franchise
[Essai d’une phénoménologie de la franchise]

Author

Listed:
  • Magali Ayache

    (THEMA - Théorie économique, modélisation et applications - CNRS - Centre National de la Recherche Scientifique - CY - CY Cergy Paris Université)

  • Hervé Dumez

    (i3-CRG - Centre de recherche en gestion i3 - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - Université Paris-Saclay - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique)

Abstract

Franchising is an economic relationship between two independent actors, the franchisor and the franchisee. As such, it lends itself well to the application of economic (agency theory, incomplete contract theory, transaction costs, etc.) or managerial (stakeholder theory, empowerment, creativity management, etc.) models. But Dant (2008; Dant et al., 2011) pointed out that there is a lack of a true phenomenology of this complex relationship. This article attempts to produce this phenomenology in the form of an ordered staging of descriptions: a minimal description (an economic relationship between two agents who each have an interest in it), then some elements of complexity (an unbalanced, non-economic, multi-level, networked, agonistic, economic relationship). Finally, the dynamic scenarios of the franchise relationship are identified.

Suggested Citation

  • Magali Ayache & Hervé Dumez, 2022. "An attempt at a phenomenology of the franchise [Essai d’une phénoménologie de la franchise]," Post-Print hal-03917583, HAL.
    • Handle: RePEc:hal:journl:hal-03917583
    Note: View the original document on HAL open archive server: https://hal.science/hal-03917583v1
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