La Franchise en France: Le concept de distribution vertical à la loupe
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Inhaltsangabe: Introduction: Ces dernières années, comme en témoigne la progression des résultats des bilans financiers, une nouvelle formule de commercialisation appelée franchisage s'est développée pour faire face aux récentes perturbations qui secouent le secteur de distribution et de services. La franchise représente aujourd'hui un des principaux atouts de réussite de la nécessaire rénovation du tissu commercial. Depuis son existence, ce nouveaux concept de distribution a connu une forte et rapide expansion, non seulement dans des pays à économie de marché, dits pays occidentaux, mais aussi dans divers pays orientaux, bien entendu, d'une manière différente et adaptée. Cette évolution qui ne cesse d'accroître (malgré une phase de recul au début des années 90) est pour nous une raison de prendre à la loupe le phénomène de la franchise, entre autres, son poids et son importance sur le marché français, car la France passe pour le pays européen où sont implantés les meilleurs réseaux de franchise. La franchise en France occupe la première place en Europe, et au niveau mondial elle est en troisième rang. Au cours de son évolution, différents systèmes de franchise se sont développés, ce qui est, avant tout, imputable à l'exploitation du secteur tertiaire où commencent à naître de plus en plus de chaînes de franchise. Fait évident, des systèmes de franchise se différencient, tant au niveau de l'intensité de coopération entre les partenaires engagés, tant du fait des activités qui font l'objet du contrat de franchise. Dans les échelles des deux extrêmes - quant à l'exploitation du savoir-faire mis à la disposition du franchiseur - il existe des systèmes énormément souples, expression des relations libres entre franchiseur et franchisé et un management laissez-faire d'un côté, et de l'autre, des systèmes qui sont caractérisés par un style de gestion rigide où la marge de manoeuvre du franchisé est bien limitée. Pourtant, toutes ces différentes formes de partenariat
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