Adopting a dynamic perspective is crucial when considering distribution channels and digital revolution. We illustrate how the short-term acceptance of centralized e-commerce by franchisees, driven by imbalanced power dynamics in their relationships with franchisors, may not necessarily align with the broader, longer-term trends in the franchising industry. A new wave of ownership reconfiguration and redirection may emerge within the industry: rather than being a manifestation of opportunistic behavior by franchisors, as previously projected in academic research during the mature stages of the franchising life cycle, it could now be a consequence of franchisees' limited involvement in e-commerce initiatives and decrease motivation to continue the relationship. Consequently, a higher proportion of stores within franchising networks may transition to direct operation by the franchisor. This shift raises questions about the behavior of multi-unit franchisees within this evolving landscape, warranting further investigation in future research.

angelo manaresi (2024). DIGITAL CHANNELS AND ENCROACHMENT: OWNERSHIP REDIRECTION IN FRANCHISE CHANNELS. Paris : Venise-Paris Marketing Association c/o ESCP Europe 8 avenue de la Porte de Champeret, 75017 Paris Tel : +33.1.49.23.22.49 / +33.1.45.03.05.35.

DIGITAL CHANNELS AND ENCROACHMENT: OWNERSHIP REDIRECTION IN FRANCHISE CHANNELS

angelo manaresi
2024

Abstract

Adopting a dynamic perspective is crucial when considering distribution channels and digital revolution. We illustrate how the short-term acceptance of centralized e-commerce by franchisees, driven by imbalanced power dynamics in their relationships with franchisors, may not necessarily align with the broader, longer-term trends in the franchising industry. A new wave of ownership reconfiguration and redirection may emerge within the industry: rather than being a manifestation of opportunistic behavior by franchisors, as previously projected in academic research during the mature stages of the franchising life cycle, it could now be a consequence of franchisees' limited involvement in e-commerce initiatives and decrease motivation to continue the relationship. Consequently, a higher proportion of stores within franchising networks may transition to direct operation by the franchisor. This shift raises questions about the behavior of multi-unit franchisees within this evolving landscape, warranting further investigation in future research.
2024
Proceeding of International Marketing Trends Conference IMTC 2024
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angelo manaresi (2024). DIGITAL CHANNELS AND ENCROACHMENT: OWNERSHIP REDIRECTION IN FRANCHISE CHANNELS. Paris : Venise-Paris Marketing Association c/o ESCP Europe 8 avenue de la Porte de Champeret, 75017 Paris Tel : +33.1.49.23.22.49 / +33.1.45.03.05.35.
angelo manaresi
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/963543
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