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Franchisor practices for optimal omnichannel deployment in franchising networks

Author

Listed:
  • Fabienne Chameroy

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Maryline Schultz

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

  • Nabil Ghantous

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Damien Chaney

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • Sophie Jeanpert

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

This research contributes to theory by extending the knowledge on power in franchise relationships to the case of omnichannel marketing. As the relative autonomy of franchisees can be an obstacle to optimal omnichannel integration, the research uncovers three broad forms of franchisor practices to align franchisees to the omnichannel strategy, rooted in an enforcing, a collaborative, and an empowering stance.

Suggested Citation

  • Fabienne Chameroy & Maryline Schultz & Nabil Ghantous & Damien Chaney & Sophie Jeanpert, 2023. "Franchisor practices for optimal omnichannel deployment in franchising networks," Post-Print hal-04145179, HAL.
    • Handle: RePEc:hal:journl:hal-04145179
    as

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    Keywords

    franchising; omnichanel strategy;

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