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Journal Articles Journal of Retailing and Consumer Services Year : 2012

Plural form franchise networks: A test of Bradach's model

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Abstract

This paper focuses on plural form organizations within franchise networks. Plural form can be defined as the simultaneous presence of both franchised and company-owned outlets in the same network. Bradach (1998) developed a model composed of four challenges that a franchisor should meet in order to benefit from plural form organization. The aim of the present article is to test the predictions of the Bradach's model of plural form networks. A conceptual model regarding the determinants of the proportion of company-owned outlets (PCO) is estimated with data from French franchise networks. We show that the statutory choices are actually driven by the four challenges highlighted by Bradach, namely the challenges of expansion, concept uniformity, local responsiveness, and network-wide adaptation.
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halshs-00656104 , version 1 (03-01-2012)

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Gérard Cliquet, Thierry Pénard. Plural form franchise networks: A test of Bradach's model. Journal of Retailing and Consumer Services, 2012, 19 (1), pp.159-167. ⟨10.1016/j.jretconser.2011.11.005⟩. ⟨halshs-00656104⟩
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