{"id":291363,"date":"2015-02-09T08:07:00","date_gmt":"2015-02-09T07:07:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-limites-dadaptation-dune-franchise-hors-de-ses-frontieres-7125"},"modified":"2015-02-09T08:07:00","modified_gmt":"2015-02-09T07:07:00","slug":"les-limites-dadaptation-dune-franchise-hors-de-ses-frontieres-7125","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-limites-dadaptation-dune-franchise-hors-de-ses-frontieres-7125","title":{"rendered":"Les limites d\u2019adaptation d\u2019une franchise hors de ses fronti\u00e8res"},"content":{"rendered":"
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Dans son num\u00e9ro du 19 janvier 2015, le journal marocain L\u2019\u00e9conomiste a donn\u00e9 la parole \u00e0 Claude N\u00e8gre*<\/b>, dans une tribune. Sous le titre \u00ab Jusqu\u2019o\u00f9 adapter une franchise ? \u00bb. Il aborde le probl\u00e8me rencontr\u00e9 par tous les franchiseurs \u00e0 savoir : la standardisation\/adaptation d\u2019un concept et jusqu\u2019o\u00f9 aller ?<\/b><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La franchise : r\u00e9it\u00e9rer tel quel un mod\u00e8le standardis\u00e9 \u00e0 l\u2019\u00e9tranger ?<\/h3>\n
La probl\u00e9matique de la standardisation et de son adaptation est au c\u0153ur des d\u00e9bats depuis que le mod\u00e8le de la franchise a \u00e9t\u00e9 cr\u00e9\u00e9 et s\u2019est d\u00e9velopp\u00e9 hors des fronti\u00e8res de son pays d\u2019origine. Sachant qu\u2019il faut tenir compte des comportements des consommateurs mais \u00ab Le r\u00eave  de l\u2019homme de marketing n\u2019est-il pas pourtant d\u2019optimiser une offre trouvant sa place de fa\u00e7on homog\u00e8ne sur des segments de march\u00e9s transnationaux ? \u00bb souligne Claude N\u00e8gre.<\/p>\n

Des sp\u00e9cialistes am\u00e9ricains de la franchise ont analys\u00e9 les strat\u00e9gies d\u00e9velopp\u00e9es par Mc Donald\u2019s et Subway\u2019s au Maroc<\/b>. Une enseigne a r\u00e9ussi via une joint-venture<\/a>, l\u2019autre sous contrat de master franchise<\/a> a connu un \u00e9chec. Pourquoi ? il semble que parmi les facteurs, celui de la non adaptation de l\u2019offre aux habitudes du consommateurs soit un des plus marquants. Ce qui \u00e9videmment met en cause la base m\u00eame de la franchise : comment adapter l\u2019offre sans alt\u00e9rer le concept<\/b>. <\/p>\n

Levitt, \u00e9conomiste am\u00e9ricain \u00e0 l\u2019origine du terme globalisation \u00e9tait <\/b>\u00abpour une standardisation de l\u2019offre \u00e0 l\u2019\u00e9chelle mondiale<\/b> (\u2026) et  pensait qu\u2019il valait mieux consacrer l\u2019ensemble de ses ressources marketing pour y d\u00e9velopper une offre standardis\u00e9e \u00e0 bas co\u00fbt. \u00bb.
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Concernant l\u2019internationalisation des concepts de franchise,  Joann S. Lublin d\u00e9non\u00e7ait l\u2019\u00e9chec des g\u00e9ants am\u00e9ricains <\/b>dans son article: \u00abInnocents Abroad\u00bb,  sujet sur les \u00ab difficult\u00e9s rencontr\u00e9es par des enseignes US dans leur implantation en Grande-Bretagne, d\u00e9non\u00e7ant ainsi l\u2019obstination des firmes d\u2019outre Atlantique \u00e0 croire que ce qui fonctionne au niveau domestique fonctionnera de la m\u00eame fa\u00e7on \u00e0 l\u2019\u00e9tranger. \u00bb. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Une adaptation minimum pour pr\u00e9server le concept<\/h3>\n
Selon une \u00e9tude commandit\u00e9e en 2013 par la FFF sur les facteurs clefs de succ\u00e8s de l\u2019internationalisation des r\u00e9seaux de franchises, il en ressort que  \u00ab Une certaine dose d\u2019adaptation est consid\u00e9r\u00e9e comme in\u00e9vitable par les franchiseurs sur les march\u00e9s \u00e9trangers. Toutefois il est en m\u00eame temps observ\u00e9 une r\u00e9elle volont\u00e9 de minimiser le plus possible ces adaptations \u00bb.<\/p>\n

Il est \u00e0 noter que dans leur ensemble, les franchiseurs sont intransigeants sur la standardisation du concept et du savoir-faire<\/a> en particulier mais sont ouverts sur les autres composants de la franchise<\/b>.<\/span> Par exemple, au Maroc, \u00ab Les principales adaptations apport\u00e9es au concept de franchise concernent les variables prix et communication. Pour les enseignes de produits alimentaires les adaptations ont quelquefois port\u00e9 sur le mix produit, ceci compte tenu des habitudes alimentaires locales, sans pour autant toucher aux sp\u00e9cificit\u00e9s du c\u0153ur de concept \u00bb. <\/p>\n

* (Claude N\u00e8gre est un enseignant universitaire, docteur en strat\u00e9gie commerciale de l\u2019Universit\u00e9 Paris Dauphine, il est l’auteur de nombreux ouvrages et articles sur les circuits de distribution et la franchise)<\/i>.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Dans son num\u00e9ro du 19 janvier 2015, le journal marocain L\u2019\u00e9conomiste a donn\u00e9 la parole \u00e0 Claude N\u00e8gre*, dans une tribune. Sous le titre \u00ab Jusqu\u2019o\u00f9 adapter une franchise ? \u00bb. Il aborde le probl\u00e8me rencontr\u00e9 par tous les franchiseurs \u00e0 savoir : la standardisation\/adaptation d\u2019un concept et jusqu\u2019o\u00f9 aller ? La franchise : r\u00e9it\u00e9rer tel quel un mod\u00e8le standardis\u00e9 […]<\/p>\n","protected":false},"author":42,"featured_media":287339,"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-291363","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":"\nLes limites d\u2019adaptation d\u2019une franchise hors de ses fronti\u00e8res<\/title>\n<meta name=\"description\" content=\"Dans son num\u00e9ro du 19 janvier 2015, le journal marocain L\u2019\u00e9conomiste a donn\u00e9 la parole \u00e0 Claude N\u00e8gre*, dans une tribune. 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