{"id":291018,"date":"2015-07-27T08:23:00","date_gmt":"2015-07-27T07:23:00","guid":{"rendered":"https:\/\/ac-franchise.be\/pourquoi-devient-on-franchise-23-2738"},"modified":"2015-07-27T08:23:00","modified_gmt":"2015-07-27T07:23:00","slug":"pourquoi-devient-on-franchise-23-2738","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/pourquoi-devient-on-franchise-23-2738","title":{"rendered":"Pourquoi devient-on franchis\u00e9 ? 2\/3"},"content":{"rendered":"
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Les motivations des franchis\u00e9s :<\/h3>\n
De nombreuses \u00e9tudes ont \u00e9t\u00e9 r\u00e9alis\u00e9es sur le franchisage. Cependant, les recherches sur les motivations et les attentes des candidats \u00e0 la franchise furent plut\u00f4t restreintes. La plupart de ces \u00e9tudes ont \u00e9t\u00e9 men\u00e9es par des chercheurs anglophones comme Peterson, Dant, Stanworth ou encore Knight. Cependant, sur le plan de la litt\u00e9rature manag\u00e9riale francophone, on peut signaler la contribution collective de Kalika et alii. <\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La franchise est une importante source de d\u00e9veloppement pour les commerces de d\u00e9tail et de proximit\u00e9 dans les pays industrialis\u00e9s. Pour un entrepreneur, devenir franchis\u00e9 est un excellent moyen d’\u00eatre \u00e0 son compte et de rester ind\u00e9pendant sans toutefois se retrouver \u00ab isol\u00e9 \u00bb et donc \u00ab vuln\u00e9rable \u00bb face \u00e0 la concurrence. Dans un contexte de mondialisation fortement marqu\u00e9 par l’ouverture des march\u00e9s, l’entreprise-r\u00e9seau, celle qui sait nouer des relations de partenariat et de coop\u00e9ration, r\u00e9ussit mieux que celle qui fonctionne en vase clos.  <\/p>\n

Dans la litt\u00e9rature \u00e9conomique, la d\u00e9cision \u00ab d’acheter \u00bb une franchise est d\u00e9finie comme une r\u00e9ponse rationnelle \u00e0 un investissement attractif<\/b>.  Cependant, ces th\u00e9ories ignorent un grand nombre de caract\u00e9ristiques personnelles li\u00e9es \u00e0 la personnalit\u00e9 et au v\u00e9cu du candidat \u00e0 la franchise. Dans leurs \u00e9crits, Peterson et Dant expliquent que les candidats \u00e0 la franchise sont sujets \u00ab \u00e0 un grand nombre de corr\u00e9lats situationnels, personnels et \u00e9conomiques susceptibles d’influencer leurs perceptions \u00bb du franchisage. Outre les motivations \u00e9conomiques et la recherche du gain, il faut donc s’int\u00e9resser \u00e0 l’histoire personnelle du candidat qui peut \u00eatre une source de motivation sociale. En effet, les diff\u00e9rentes exp\u00e9riences professionnelles, familiales et relationnelles influent sur la d\u00e9cision du candidat d’investir dans la franchise mais \u00e9galement sur le secteur d’activit\u00e9 dans lequel il lancera son activit\u00e9. <\/p>\n

Pour beaucoup d’individus, le franchisage se pr\u00e9sente comme une alternative \u00e0 l’exploitation d’un commerce ind\u00e9pendant et isol\u00e9. En int\u00e9grant un r\u00e9seau de franchise, le franchis\u00e9 r\u00e9duit ainsi consid\u00e9rablement les risques li\u00e9s \u00e0 la cr\u00e9ation d’entreprise.<\/p>\n

Dans une \u00e9tude r\u00e9alis\u00e9e en Angleterre en 1977 (Stanworth), les franchis\u00e9s britanniques ont identifi\u00e9 \u00ab l’affiliation \u00e0 une marque nationale connue \u00bb<\/b> comme l’avantage principal de la franchise. Alors que dans une autre \u00e9tude men\u00e9e en 1986 (Knight) toujours en Angleterre, \u00ab le support et le soutien \u00bb apport\u00e9s par le franchiseur (services, formations, suivi…) \u00e9taient jug\u00e9s comme les avantages principaux du franchisage. La \u00ab notori\u00e9t\u00e9 \u00bb et l’ \u00ab ind\u00e9pendance relative \u00bb ont aussi \u00e9t\u00e9 cit\u00e9es parmi les points forts du franchisage, notamment par les canadiens qui citent \u00e9galement \u00ab l’aspect test\u00e9 et \u00e9prouv\u00e9 du concept limitant ainsi les risques \u00bb (Withane, 1991). <\/p>\n

Dans une \u00e9tude men\u00e9e par Peterson et Dant, des franchis\u00e9s am\u00e9ricains qui avaient \u00e9t\u00e9 pr\u00e9alablement \u00e0 leur compte ont cit\u00e9 \u00ab le nom \u00e9tabli \u00bb et \u00ab les co\u00fbts de d\u00e9veloppement plus faibles \u00bb alors que les franchis\u00e9s (n’ayant jamais \u00e9t\u00e9 \u00e0 leur compte) ont cit\u00e9 \u00ab une plus grande ind\u00e9pendance \u00bb et \u00ab la formation dispens\u00e9e par le franchiseur \u00bb comme plus importants. Il semble donc que les motivations et la perception des avantages de la franchise varient en fonction de l’exp\u00e9rience professionnelle du franchis\u00e9. Les chercheurs ont donc d\u00e9duit de ce constat, la th\u00e8se suivante : l’exp\u00e9rience professionnelle des personnes d\u00e9finit un cadre de r\u00e9f\u00e9rences qui leur permettront d’\u00e9valuer les avantages du franchisage. <\/p>\n

Lors des diff\u00e9rentes recherches, il est apparu que la franchise peut \u00e9galement se pr\u00e9senter comme une solution \u00e0 des difficult\u00e9s professionnelles ou \u00e0 des pr\u00e9occupations familiales rencontr\u00e9es par l’individu. Plus qu’un commerce ind\u00e9pendant, la franchise offre la possibilit\u00e9 aux individus de cr\u00e9er des emplois et d’assurer une certaine stabilit\u00e9 financi\u00e8re \u00e0 leur famille en g\u00e9n\u00e9rant des revenus sur le long terme. <\/p>\n

La litt\u00e9rature \u00e9conomique a \u00e9mis l’hypoth\u00e8se de l’existence d’un lien entre les personnes ayant \u00e9t\u00e9 \u00e0 leur compte ant\u00e9rieurement et la probabilit\u00e9 de devenir franchis\u00e9. Ainsi, Bradach et Kaufmann (1988) ont trouv\u00e9 que \u00ab 49% des personnes qui se rendaient \u00e0 un salon de la franchise aux Etats-Unis avaient \u00e9t\u00e9 \u00e0 leur compte pr\u00e9c\u00e9demment \u00bb. Cette hypoth\u00e8se a \u00e9t\u00e9 appuy\u00e9e par des \u00e9tudes empiriques men\u00e9es au Royaume Uni. Leurs conclusions r\u00e9v\u00e8lent que : \u00ab 36% des franchis\u00e9s en 1990 et 38% des franchis\u00e9s en 1991 avaient \u00e9t\u00e9 \u00e0 leur compte avant de devenir franchis\u00e9 \u00bb.  Ainsi, la franchise semble r\u00e9concilier en profondeur l’esprit d’ind\u00e9pendance si caract\u00e9ristique de l’entrepreneur et la gestion du risque des affaires. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Extrait du m\u00e9moire de Master 1 de Anne-Rysl\u00e9ne ZAOUAL pour AC Franchise<\/em> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Lisez aussi la premi\u00e8re partie : <\/i>Pourquoi devient-on franchis\u00e9 ? 1\/3<\/i><\/a> et la derni\u00e8re partie : <\/a>Pourquoi devient-on franchis\u00e9 ? 3\/3<\/a><\/i> <\/a><\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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<\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Les motivations des franchis\u00e9s : De nombreuses \u00e9tudes ont \u00e9t\u00e9 r\u00e9alis\u00e9es sur le franchisage. Cependant, les recherches sur les motivations et les attentes des candidats \u00e0 la franchise furent plut\u00f4t restreintes. La plupart de ces \u00e9tudes ont \u00e9t\u00e9 men\u00e9es par des chercheurs anglophones comme Peterson, Dant, Stanworth ou encore Knight. Cependant, sur le plan de […]<\/p>\n","protected":false},"author":48,"featured_media":291019,"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-291018","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":"\nPourquoi devient-on franchis\u00e9 ? 2\/3<\/title>\n<meta name=\"description\" content=\"Les motivations des franchis\u00e9s : De nombreuses \u00e9tudes ont \u00e9t\u00e9 r\u00e9alis\u00e9es sur le franchisage. 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