Innovation in Franchising - HAL-SHS - Sciences de l'Homme et de la Société Accéder directement au contenu
Communication Dans Un Congrès Année : 2008

Innovation in Franchising

Résumé

In many countries, franchisors have to face an increasing competition and a progressive saturation of the market. A way for them to face these problems, differentiate their offers from these of the competitors and survive, is to innovate. Nevertheless, innovation within the particular context of franchising has not been explored in depth. Thus, the purpose of this paper is to work on the three following questions using the French franchising market as the source of our illustrations. What are the main features of the innovations within the franchising sector? Are there real innovations in the franchising industry as suggested by the franchisors in their advertisement? And, which actions can favour the innovations within the franchising chains? The concept of “Orchestrated Solutions”, which recently appeared in the retailing sector, will also be analyzed within the case of franchising in order to see if it can lead to a competitive advantage.
Fichier non déposé

Dates et versions

halshs-00257953 , version 1 (20-02-2008)

Identifiants

  • HAL Id : halshs-00257953 , version 1

Citer

Rozenn Perrigot. Innovation in Franchising: Some illustrations from the French franchising chains. 7TH INTERNATIONAL CONGRESS, MARKETING TRENDS, Jan 2008, Venise, Italy. 24 p. ⟨halshs-00257953⟩
67 Consultations
0 Téléchargements

Partager

Gmail Facebook X LinkedIn More