{"id":290082,"date":"2016-03-19T07:42:00","date_gmt":"2016-03-19T06:42:00","guid":{"rendered":"https:\/\/ac-franchise.be\/franchise-cooperative-partenariat-faites-la-difference-6136"},"modified":"2016-03-19T07:42:00","modified_gmt":"2016-03-19T06:42:00","slug":"franchise-cooperative-partenariat-faites-la-difference-6136","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/franchise-cooperative-partenariat-faites-la-difference-6136","title":{"rendered":"Franchise, coop\u00e9rative, partenariat : faites la diff\u00e9rence !"},"content":{"rendered":"
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Dans le langage courant, on a tendance \u00e0 parler de franchise pour toutes les formes de commerce organis\u00e9es en r\u00e9seau. Plusieurs formules existent pourtant et m\u00e9ritent d’\u00eatre explicit\u00e9es. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Chaque formule a sa sp\u00e9cificit\u00e9<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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<\/a> <\/p>\n
Jean Samper, fondateur d'AC Franchise <\/div>\n<\/p><\/div>\n
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La licence de marque <\/b><\/span>est le premier niveau, le plus simple<\/b>. Elle consiste, lorsque ce terme est utilis\u00e9 pour un r\u00e9seau, en une autorisation d’utiliser une enseigne, une marque ou un ensemble de signes de reconnaissance de la client\u00e8le dont une architecture parfois sp\u00e9cifique. Le licenci\u00e9 ne b\u00e9n\u00e9ficie habituellement pas de services aussi d\u00e9velopp\u00e9s que dans la franchise. Mais seul le contenu du contrat d\u00e9finira les relations entre les parties car bien des contrats ont un contenu diff\u00e9rent de la d\u00e9finition th\u00e9orique. Un exemple de contrat de licence : Cop Copine qui pr\u00eate sa marque comme enseigne \u00e0 des commer\u00e7ants qui utilisent son concept architectural pour vendre ses produits.<\/p>\n

Lisez aussi : <\/i>Qu’est ce qu’un contrat de concession de licence<\/i><\/a> ?<\/i><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La concession compar\u00e9e \u00e0 la licence de marque<\/h3>\n
Quand on pense concession<\/b>, on pense souvent aux distributeurs-r\u00e9parateurs des grands constructeurs automobiles. Mais diff\u00e9rentes enseignes utilisent ce terme pour des formules d’association vari\u00e9es dont le but est normalement de vendre les produits ou services d\u00e9finis sous la marque. La concession inclut un contrat de licence et y ajoute un accord de distribution de produits ou services.D’une mani\u00e8re g\u00e9n\u00e9rale, le concessionnaire ne b\u00e9n\u00e9ficie pas de services comparables \u00e0 ceux d’un franchis\u00e9 et en th\u00e9orie il n’y a pas de transfert de savoir-faire ni d’assistance permanente forte. Dans ce cas, c’est \u00e9galement le contenu du contrat qui compte. Le but est clairement d’avoir un r\u00e9seau de distribution, exclusif ou pas, pour \u00e9couler les produits sous la marque. Un exemple : Pano Boutique.<\/p>\n

Lisez aussi : <\/i>Contrat de franchise et contrat de concession exclusive<\/i><\/a><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La franchise apporte-t’elle plus ?<\/h3>\n
La formule la plus compl\u00e8te, c’est la franchise. Elle inclut une licence de marque, une concession de produits ou de services et ajoute un transfert de savoir-faire, une formation et une assistance permanente par le franchiseur. Celui-ci organise parfois des commissions de franchis\u00e9s habilit\u00e9es \u00e0 \u00e9tudier diverses questions mais leur r\u00f4le reste souvent consultatif. Dans ce cas, comme dans tous les autres expos\u00e9s dans cette page, franchis\u00e9 et franchiseur sont deux partenaires juridiquement ind\u00e9pendants r\u00e9unis par un contrat. Un exemple : les cuisines Ixina.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La coop\u00e9rative et le groupement d’ind\u00e9pendants<\/h3>\n
La coop\u00e9rative est une forme d’association qui remonte au 19e si\u00e8cle et qui se veut, en principe, plus \u00e9galitaire : chaque adh\u00e9rent dispose d’une voix pour \u00e9lire le conseil d’administration au cours de l’assembl\u00e9e g\u00e9n\u00e9rale annuelle. On entre dans une coop\u00e9rative par l’achat d’une part de son capital et on la quitte en revendant cette part. Les grandes coop\u00e9ratives apportent souvent des services comparables \u00e0 ceux des franchises ou \u00e0 ceux des concessions, qu’elles font payer \u00e0 leurs adh\u00e9rents par des redevances ou des participations appel\u00e9es cotisations et non pas royalties comme dans la franchise. Un exemple de coop\u00e9rative moderne : Intermarch\u00e9 ou Leclerc qui utilisent d\u2019ailleurs le mot groupement plut\u00f4t que coop\u00e9rative. A noter qu’Intermarch\u00e9 fonctionne en m\u00eame temps sur le mode coop\u00e9ratif et franchise. Faites-le vous expliquer dans le d\u00e9tail par l’enseigne.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La commission-affiliation, un contrat assez r\u00e9cent et mal connu hors du textile<\/h3>\n
La commission-affiliation consiste \u00e0 placer les articles en d\u00e9p\u00f4t-vente chez l’affili\u00e9<\/b>. Pour des produits \u00e9quivalents, l’affili\u00e9 est r\u00e9mun\u00e9r\u00e9 par une commission un peu plus faible que la marge, afin de tenir compte de divers facteurs (co\u00fbt des livraisons, d\u00e9marque inconnue). La commission-affiliation existe avec franchise ou sans, c’est \u00e0 dire avec transfert de savoir faire et assistance ou sans.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le partenariat ou l’affiliation<\/h3>\n
Le partenariat<\/b><\/span> et l’affiliation ne reposent sur aucune d\u00e9finition juridique.<\/b> En principe, le partenariat est plus souple que la franchise ; en pratique, le terme partenariat recouvre des situations tellement vari\u00e9es que seul le contenu du contrat pourra le d\u00e9finir. La plus grande prudence est exig\u00e9e quand on utilise un tel vocabulaire au contenu si impr\u00e9cis et surtout si diff\u00e9rent d’une personne \u00e0 l’autre. M\u00eame chose pour l’affiliation<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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En conclusion, le nom du contrat compte moins que les clauses contenues<\/h3>\n
En conclusion, ne vous attachez pas au nom qui figure sur le contrat mais \u00e0 son contenu et n’h\u00e9sitez pas \u00e0 lire toutes les pages qu’AC Franchise consacre au sujet. Le recours \u00e0 un professionnel du droit de la franchise peut \u00e9galement \u00eatre n\u00e9cessaire.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Dans le langage courant, on a tendance \u00e0 parler de franchise pour toutes les formes de commerce organis\u00e9es en r\u00e9seau. Plusieurs formules existent pourtant et m\u00e9ritent d’\u00eatre explicit\u00e9es. Chaque formule a sa sp\u00e9cificit\u00e9 Jean Samper, fondateur d'AC Franchise La licence de marque est le premier niveau, le plus simple. Elle consiste, lorsque ce terme est utilis\u00e9 pour […]<\/p>\n","protected":false},"author":52,"featured_media":290083,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[135],"class_list":["post-290082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nFranchise, coop\u00e9rative, partenariat : faites la diff\u00e9rence !<\/title>\n<meta name=\"description\" content=\"Dans le langage courant, on a tendance \u00e0 parler de franchise pour toutes les formes de commerce organis\u00e9es en r\u00e9seau. 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