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Franchise et e-commerce: une approche droit-marketing des problématiques liées à l'exclusivité territoriale

Author

Listed:
  • Gurvan Branellec

    (AMURE - Aménagement des Usages des Ressources et des Espaces marins et littoraux - Centre de droit et d'économie de la mer - IFREMER - Institut Français de Recherche pour l'Exploitation de la Mer - UBO - Université de Brest - IUEM - Institut Universitaire Européen de la Mer - IRD - Institut de Recherche pour le Développement - INSU - CNRS - Institut national des sciences de l'Univers - UBO - Université de Brest - CNRS - Centre National de la Recherche Scientifique - CNRS - Centre National de la Recherche Scientifique)

  • Rozenn Perrigot

    (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

The development of e-commerce raises some challenges in the case of franchise networks, above all when franchise contracts contain territorial exclusivity clauses, which are jeopardized by the possibility to sell online. The European Commission generally allows transactional websites to be created upon the initiative of the franchisor or one of its franchisees. This policy raises legal and marketing challenges that are explored in this paper through a bi-disciplinary approach. It focuses on the practices of franchisors (first part) and franchisees (second part) regarding e-commerce as well as on the mechanisms used to pre-empt potential conflicts arising from territorial exclusivity clauses contained in franchise contracts.

Suggested Citation

  • Gurvan Branellec & Rozenn Perrigot, 2013. "Franchise et e-commerce: une approche droit-marketing des problématiques liées à l'exclusivité territoriale," Post-Print halshs-00846061, HAL.
    • Handle: RePEc:hal:journl:halshs-00846061
    DOI: 10.7193/DM.071.31.44
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    Cited by:

    1. Thierry Pénard & Rozenn Perrigot, 2015. "Search Online – Purchase Online in Franchising: An Empirical Analysis of Franchisor Website Functionality," Economics Working Paper Archive (University of Rennes & University of Caen) 201517, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    2. Pénard, Thierry & Perrigot, Rozenn, 2017. "Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 164-172.

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