The triptych : « brand-know-how-assistance » in the franchisor franchisee relationship
The term franchise is frequently used to designate similar nevertheless different contracts. Concession, brand license, commission affiliation, cooperative, and the voluntary chain. All these contracts are different from the franchise from the concept of know-how that characterizes the franchise to the extent that must have specific elements. Thus, we are in an inter-organizational context, more precisely at the heart of a network-type organization. Franchising is a mode of cooperation between two legally independent but economically closely linked entities. Originating from the American commercial practice, this distribution technique, after having proved its success in European countries, has spread to several countries, including Morocco, where it is currently showing a remarkable development. Thus, the objective of this work is to investigate the fundamentals of this form of B2B business, which are : brand, know-how , technical assistance, and to deduce its ability to attract new candidates to the franchise. So, the results of the literature reveal that:
1)Franchising offers a distinctive and proven concept and strong signs of rallying the clientele, the first of which is the brand.
2)It provides a know-how that differentiates it from its competitors, a know-how that will be able to develop according to changes in the competitive environment and consumer behavior. 3)Finally, it promises assistance in getting started and regular support throughout the life of the contract. These are the three foundations that explain the franchise relationship.
Copyright (c) 2021 Jalila Ait Soudane, Mounia Amazian
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All articles published in this journal are licenced uder a creative commons attribution-noncommercial-noderivatives 4.0 international licence