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Marketing knowledge transfer and management within plural form networks and the potential contribution of information technology

Author

Listed:
  • Rémy Epinoux

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Marketing knowledge is an essential component of franchise systems and its upward and downward transfers represent real stakes for the success of the franchise concept (especially for the uniformity and the systemwide/local adaptation of the concept). So the purpose of this commmunication is to propose a literature-based overview of knowledge and knowledge transfer processes existing in plural form networks and to discuss the potential contribution of Intormation Technology, especially web-based technologies, to the effectiveness of these processes.

Suggested Citation

  • Rémy Epinoux, 2005. "Marketing knowledge transfer and management within plural form networks and the potential contribution of information technology," Post-Print halshs-00010452, HAL.
    • Handle: RePEc:hal:journl:halshs-00010452
    as

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