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Communication Dans Un Congrès Année : 2023

Franchisor practices for optimal omnichannel deployment in franchising networks

Résumé

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.
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Dates et versions

hal-04145179 , version 1 (29-06-2023)

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Identifiants

  • HAL Id : hal-04145179 , version 1

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Fabienne Chameroy, Maryline Schultz, Nabil Ghantous, Damien Chaney, Sophie Jeanpert. Franchisor practices for optimal omnichannel deployment in franchising networks. International Society Of Franchising, Jun 2023, Rennes, France. ⟨hal-04145179⟩
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