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The plural form from the inside A study of franchisee perception of company-owned outlets within their network

Author

Listed:
  • 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)

  • Olivier Herrbach

    (IAE - IAE BORDEAUX - Université Montesquieu - Bordeaux 4)

Abstract

Purpose – The purpose of this paper is to examine franchisee perception of company-owned outlets within their network. Design/methodology/approach – The paper uses a qualitative approach, based on 38 interviews of franchisees belonging to plural form networks from various industries. Findings – The interviews show that franchisees generally perceive the advantages of the plural form in terms of network development and management, but they also perceive some limitations, mainly in terms of network culture and cohesion, as well as potential conflicts and costs. Research limitations/implications – Limitations mainly concern the exploratory nature of this research. Practical implications – While they should keep on emphasising the benefits of the plural form, franchisors also have to reduce the perception of its limitations. They have to reinforce network culture and minimise internal conflicts. Originality/value – The paper contributes to the existing literature on the plural form by using a franchisee-based approach. In addition, contrary to most previous literature, it also highlights some limitations of the plural form.

Suggested Citation

  • Rozenn Perrigot & Olivier Herrbach, 2012. "The plural form from the inside A study of franchisee perception of company-owned outlets within their network," Post-Print halshs-01102636, HAL.
    • Handle: RePEc:hal:journl:halshs-01102636
    DOI: 10.1108/09590551211239855
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    Citations

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    Cited by:

    1. Rozenn Perrigot & Begoña López-Fernández & Guy Basset & Olivier Herrbach, 2020. "Resale pricing as part of franchisor know-how," Post-Print halshs-02566446, HAL.
    2. Perrigot, Rozenn & Basset, Guy, 2018. "Resale pricing in franchised stores: A franchisor perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 209-217.
    3. Perrigot, Rozenn & López-Fernández, Begoña & Basset, Guy, 2020. "“Conflict-performance assumption†or “performance-conflict assumption†: Insights from franchising," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. Eunkyung Lee & Ji-Hern Kim & Chang Seop Rhee, 2021. "Effects of Marketing Decisions on Brand Equity and Franchise Performance," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    5. Kacker, Manish & Perrigot, Rozenn, 2016. "Retailer use of a professional social media network: Insights from franchising," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 222-233.

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