{"id":290462,"date":"2016-01-07T07:46:00","date_gmt":"2016-01-07T06:46:00","guid":{"rendered":"https:\/\/ac-franchise.be\/internationaliser-une-franchise-via-une-joint-venture-pourquoi-pas-5563"},"modified":"2016-01-07T07:46:00","modified_gmt":"2016-01-07T06:46:00","slug":"internationaliser-une-franchise-via-une-joint-venture-pourquoi-pas-5563","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/internationaliser-une-franchise-via-une-joint-venture-pourquoi-pas-5563","title":{"rendered":"Internationaliser une franchise via une joint venture, pourquoi pas ?"},"content":{"rendered":"
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Quand un r\u00e9seau de franchise a trouv\u00e9 ses limites dans un pays et voit dans l\u2019exportation de son r\u00e9seau un levier de d\u00e9veloppement, il se trouve devant un dilemme. A savoir, comment s\u2019implanter ailleurs et sous quelle forme ?<\/b> <\/p>\n

1. Y aller en solo<\/b> en restant ma\u00eetre \u00e0 bord, en conservant la main mise sur l\u2019application du concept mais en absorbant tous les co\u00fbts qui peuvent s\u2019av\u00e9rer vite budg\u00e9tivore et chronophage. <\/p>\n

2.  La <\/a>master franchise<\/a><\/b> o\u00f9 la t\u00eate de r\u00e9seau d\u00e9l\u00e8gue \u00e0 un tiers le droit de d\u00e9velopper sa marque et son savoir-faire dans un pays via un master franchis\u00e9 sens\u00e9 conna\u00eetre le pays et donc faciliter l\u2019acc\u00e8s. Le risque r\u00e9side dans le fait de voir s\u2019\u00e9chapper le contr\u00f4le et d\u2019avoir une application du savoir faire et du concept tr\u00e8s \u00e9loign\u00e9. <\/p>\n

3. La <\/b>joint venture<\/b><\/a> qui permet d\u2019avoir un peu des deux options : en cr\u00e9ant une soci\u00e9t\u00e9 avec un tiers et en gardant via l\u2019actionnariat un contr\u00f4le sur le d\u00e9veloppement. Mais il faut bien savoir que cette solution, peu utilis\u00e9e par les r\u00e9seaux comporte certes des avantages mais aussi des inconv\u00e9nients.<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La joint-venture : un statut open !<\/h3>\n
Cette forme de partenariat repose sur une forme contractuelle de mise en commun de capitaux dans la plupart des cas.<\/b> Mais tout est possible, le but \u00e9tant de cr\u00e9er une synergie o\u00f9 chacun apporte sa quote part <\/b>qui peut \u00eatre des capitaux ou une marque et un savoir-faire dans un secteur donn\u00e9 et surtout la connaissance d\u2019un pays et de son fonctionnement commercial, juridique avec ses us et coutumes. <\/p>\n

Une joint-venture est souvent limit\u00e9e dans le temps et peut \u00eatre consid\u00e9r\u00e9e comme une coop\u00e9ration de d\u00e9marrage o\u00f9 les risques sont partag\u00e9s et la gestion commune et conjointe. C\u2019est souvent une simple structure juridique et parfois un contrat de collaboration dans le cas d\u2019un projet court terme au lieu d’une soci\u00e9t\u00e9 pour une coop\u00e9ration long terme.<\/b> Compte tenu du caract\u00e8re libre et choix, il est prudent, au-del\u00e0 des apports de chacun, d\u2019\u00e9tablir des clauses de restrictions d\u00e8s le d\u00e9but.<\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Les clauses recommand\u00e9es pour une joint-venture<\/h3>\n
Apr\u00e8s avoir d\u00e9fini les objectifs (exemple : 5 magasins dans les 2 ans) et les apports de chacun, il reste  \u00e0 d\u00e9finir les modalit\u00e9s de mise en \u0153uvre du fonctionnement comme les comit\u00e9s de pilotages r\u00e9guliers.
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Pr\u00e9voir des clauses de retraits<\/b> en cas de d\u00e9part d\u2019un partenaire, en cas d\u2019\u00e9v\u00e9nements ext\u00e9rieurs li\u00e9s \u00e0 l\u2019\u00e9conomie ou la politique (parit\u00e9 de la monnaie par exemple) et d\u00e9finir clairement les moyens pour r\u00e9gler les conflits \u00e0 l\u2019amiable en d\u00e9signant d\u00e8s le d\u00e9part un tribunal comp\u00e9tent. <\/p>\n

Si cette option est loin d\u2019\u00eatre la premi\u00e8re option des r\u00e9seaux, elle pr\u00e9sente des avantages certains. D\u2019abord de pouvoir cr\u00e9er un r\u00e9seau avec un op\u00e9rateur local mais en gardant un contr\u00f4le en \u00e9tant actionnaire<\/b> de la soci\u00e9t\u00e9 cr\u00e9\u00e9e par la joint venture. Souvent le partenaire apporte les capitaux et le r\u00e9seau de franchise un business model qui a fonctionn\u00e9 et fait ses preuves.
En tant qu\u2019actionnaire de cette soci\u00e9t\u00e9, la t\u00eate de r\u00e9seau cumule les redevances et les b\u00e9n\u00e9fices engendr\u00e9s par l\u2019entreprise cr\u00e9\u00e9e.<\/b>

Pourtant les r\u00e9seaux ont peu recours \u00e0 cette forme de d\u00e9veloppement. Pourquoi ? \u00e0 cause d\u2019un probl\u00e8me de droit : il faut trancher quel pays choisir pour arbitrer en cas de litiges<\/b> certains \u00e9tant plus ou moins favorables \u00e0 ce type d\u2019association. De plus le caract\u00e8re incorporel du savoir-faire peut \u00eatre vampiris\u00e9 par le partenaire qui copie le mod\u00e8le suivant ses normes et le d\u00e9veloppe tous azimuts.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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La joint venture se situe entre le succursalisme<\/a> et la master franchise et peut \u00eatre un tremplin pour r\u00e9ussir dans un pays \u00e0 condition de garder des pr\u00e9rogatives de poids dans l\u2019application du concept au pays<\/b>. Car tout le probl\u00e8me r\u00e9side dans l\u2019interrogation suivante : un concept r\u00e9ussi dans un pays X est-il exportable dans un pays Y compte tenu des us et coutumes de ce dernier. Mais comme dans la master franchise, le choix du partenaire est d\u00e9cisif : apport de capitaux bien s\u00fbr mais une excellente maitrise des  rouages administratifs, juridiques et commerciaux du pays et la volont\u00e9 de cr\u00e9er un r\u00e9seau \u00e0 l\u2019image.<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Nous publierons volontiers des avis et t\u00e9moignages sur le sujet. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Atelier du Franchise Business Club \u00e0 ne pas manquer sur l’export d’une franchise<\/h3>\n
Le 27 janvier en m\u00e2tin\u00e9e, un atelier sur la franchise export<\/a><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Quand un r\u00e9seau de franchise a trouv\u00e9 ses limites dans un pays et voit dans l\u2019exportation de son r\u00e9seau un levier de d\u00e9veloppement, il se trouve devant un dilemme. A savoir, comment s\u2019implanter ailleurs et sous quelle forme ? 1. Y aller en solo en restant ma\u00eetre \u00e0 bord, en conservant la main mise sur l\u2019application du 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