E-Commerce and Encroachment: Evidence From French Franchise Networks

Gérard Cliquet · Ekaterina Voropanova

23 citations0/0 files storedJournal of Marketing Channels

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Franchising Strategies and Performance Supply Chain and Inventory Management Consumer Market Behavior and Pricing

Abstract

Encroachment is a critical issue affecting relations among franchisees and between franchisees and franchisors. The Internet increases this risk when a franchisor adopts a transactional website, becoming a “ubiquitous outlet.” Using logistic regression we give evidence of the significant impact of the proportion of franchised outlets in the network on transactional website adoption by French franchisors. The analysis is carried out to facilitate comparison with the United States market. A web-to-store strategy and the click-and-collect system implemented by most French supermarket chains are presented as potential solutions to circumventing e-encroachment.

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1976Theory of the firm: Managerial behavior, agency costs and ownership structure 1995The Theory of the Growth of the Firm 2005A Strategic Framework for Customer Relationship Management 2018MIS Quarterly Executive 1999Marketing in the Network Economy 2007Multichannel customer management: Understanding the research-shopper phenomenon 1997Using the Plural Form in the Management of Restaurant Chains 2008Customer Channel Migration

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