{"id":291020,"date":"2015-07-27T08:23:00","date_gmt":"2015-07-27T07:23:00","guid":{"rendered":"https:\/\/ac-franchise.be\/pourquoi-devient-on-franchise-33-6893"},"modified":"2015-07-27T08:23:00","modified_gmt":"2015-07-27T07:23:00","slug":"pourquoi-devient-on-franchise-33-6893","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/pourquoi-devient-on-franchise-33-6893","title":{"rendered":"Pourquoi devient-on franchis\u00e9 ? 3\/3"},"content":{"rendered":"
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Dans leurs \u00e9tudes empiriques, Bradach et Kaufmann (1988) ont aussi rapport\u00e9 que \u00ab 63% des futurs entrepreneurs choisissent d’abord le secteur d’activit\u00e9 dans lequel ils souhaitent investir puis le mode de cr\u00e9ation d’entreprise : la franchise ou une entreprise ind\u00e9pendante \u00bb. Le choix du type d’entreprise (franchise ou commerce ind\u00e9pendant) est donc \u00e9troitement li\u00e9 au choix du secteur d’activit\u00e9. <\/p>\n

Une enqu\u00eate men\u00e9e par Kalika et ses coll\u00e8gues reprenant ce sujet d’\u00e9tude a d’ailleurs \u00e9t\u00e9 men\u00e9e \u00e0 Paris lors d’un salon de la franchise en 1999. Pendant cette \u00e9tude, 315 candidats \u00e0 la franchise dont 79% d’hommes ont \u00e9t\u00e9 interrog\u00e9s. Aucune des personnes interrog\u00e9es n’avait en dessous de 20 ans ni au dessus de 64 ans. La grande majorit\u00e9 des personnes questionn\u00e9es \u00e9taient des cadres, des dirigeants d’entreprise ou des commer\u00e7ants et 13 % des personnes \u00e9taient au ch\u00f4mage.  Lors de cette enqu\u00eate, il est apparu que 65% des personnes choisissent d’abord le secteur d’activit\u00e9, puis 52% choisissent la marque alors que seulement 13% choisiraient le type de franchise avant la marque. Ces r\u00e9sultats appuient donc les hypoth\u00e8ses de Bradach et Kaufmann cit\u00e9es pr\u00e9c\u00e9demment.
Les candidats \u00e9galement interrog\u00e9s sur les mobiles de la franchise, ont cit\u00e9 : l’aide au d\u00e9marrage de l’activit\u00e9, la notori\u00e9t\u00e9, les facult\u00e9s de d\u00e9veloppement rapide de la franchise, le soutien permanent du franchiseur et la meilleure profitabilit\u00e9 du point de vente comme les avantages principaux du franchisage.<\/p>\n

Depuis quelques ann\u00e9es, la F\u00e9d\u00e9ration fran\u00e7aise de la franchise<\/a> et la Banque Populaire m\u00e8nent une enqu\u00eate annuelle sur la franchise en France. Parmi les questions pos\u00e9es, on demande aux franchis\u00e9s quelles sont les raisons qui les ont pouss\u00e9es \u00e0 int\u00e9grer un r\u00e9seau de franchise. Cette question ayant \u00e9t\u00e9 pos\u00e9e chaque ann\u00e9e, il est int\u00e9ressant de constater l’\u00e9volution des motivations des franchis\u00e9s. Le tableau ci-dessous reprend, de mani\u00e8re \u00e9volutive, les r\u00e9ponses des franchis\u00e9s \u00e0 la question : \u00ab Pourquoi devient-on franchis\u00e9 ? \u00bb.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Il est int\u00e9ressant de constater que l’image de marque et la notori\u00e9t\u00e9 sont de plus en plus cit\u00e9es comme les raisons principales expliquant l’adh\u00e9sion \u00e0 un r\u00e9seau de franchise. Le soutien et le suivi du franchiseur et la force du r\u00e9seau sont \u00e9galement cit\u00e9s par une majorit\u00e9 de candidats.<\/p>\n

A la lueur des r\u00e9sultats de ces diff\u00e9rentes \u00e9tudes, nous pouvons d\u00e9duire que la franchise et ses avantages sont per\u00e7us diff\u00e9remment en fonction du v\u00e9cu personnel, de l’exp\u00e9rience professionnelle et de la nationalit\u00e9 des individus. Ainsi pour les salari\u00e9s c’est l’ind\u00e9pendance permise par la franchise qui est consid\u00e9r\u00e9e comme le point fort de ce mode de cr\u00e9ation d’entreprise alors que la rentabilit\u00e9 et la comp\u00e9titivit\u00e9 d’une franchise par rapport \u00e0 un commerce ind\u00e9pendant sont pr\u00e9sent\u00e9es comme les avantages principaux de la franchise pour les personnes ayant d\u00e9j\u00e0 \u00e9t\u00e9 \u00e0 leur compte. <\/p>\n

La notori\u00e9t\u00e9 de l’enseigne et l’aide au d\u00e9marrage <\/a>sont \u00e9galement des raisons importantes qui poussent les individus \u00e0 ouvrir une franchise. De nombreux franchis\u00e9s appr\u00e9cient le fait d’\u00eatre relativement ind\u00e9pendant tout en profitant de l’assistance et des conseils du franchiseur. Le soutien de ce dernier est d’ailleurs consid\u00e9r\u00e9 par de nombreux candidats comme l’un des avantages ind\u00e9niables de la franchise.<\/p>\n

En somme, au del\u00e0 des avantages que procurent les effets d’entra\u00eenement de la franchise en termes de notori\u00e9t\u00e9, de r\u00e9duction des risques manag\u00e9riaux d\u00e9j\u00e0 \u00e9voqu\u00e9s dans cette \u00e9tude, il semble imp\u00e9ratif de situer la d\u00e9cision d’achat d’une franchise en fonction du contexte dans lequel \u00e9volue le franchis\u00e9. Le profil diff\u00e8re selon les trajectoires professionnelles des uns et des autres (ancien entrepreneur, salari\u00e9s en qu\u00eate de changement de statut, ch\u00f4meur, secteur d’activit\u00e9s etc.). Au del\u00e0 des arguments g\u00e9n\u00e9raux qu’invoquent les candidats pour justifier leur adh\u00e9sion \u00e0 un r\u00e9seau de franchise, il est imp\u00e9ratif de faire preuve d’une d\u00e9marche flexible capable d’appr\u00e9hender la grande diversit\u00e9 de leur profil et leurs motivations sous-jacentes. <\/p><\/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 les articles pr\u00e9c\u00e9dents : <\/i>Pourquoi devient-on franchis\u00e9 ? 2\/3<\/a><\/i> et la derni\u00e8re partie : <\/a>Pourquoi devient-on franchis\u00e9 ? 1\/3<\/a><\/i> <\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Dans leurs \u00e9tudes empiriques, Bradach et Kaufmann (1988) ont aussi rapport\u00e9 que \u00ab 63% des futurs entrepreneurs choisissent d’abord le secteur d’activit\u00e9 dans lequel ils souhaitent investir puis le mode de cr\u00e9ation d’entreprise : la franchise ou une entreprise ind\u00e9pendante \u00bb. Le choix du type d’entreprise (franchise ou commerce ind\u00e9pendant) est donc \u00e9troitement li\u00e9 au […]<\/p>\n","protected":false},"author":1,"featured_media":289819,"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-291020","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 ? 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