{"id":293645,"date":"2012-04-28T02:00:00","date_gmt":"2012-04-28T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-1"},"modified":"2012-04-28T02:00:00","modified_gmt":"2012-04-28T01:00:00","slug":"la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-1","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-expliquee-par-les-experts-de-la-fff-le-cas-pingouin-part-1","title":{"rendered":"La franchise expliqu\u00e9e par les experts de la fff. Le cas Pingouin. part 1"},"content":{"rendered":"
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Le cas de la franchise Pingouin et la disparition du m\u00e9tier du fil \u00e0 tricoter. Comment un monstre de puissance et d’innovation a t’il pu sombrer corps et biens ? C’est le sujet trait\u00e9 par Jean Samper d’AC Franchise dans le chapitre \u00ab\u00a0LA DISPARITION DU METIER DU RESEAU DE FRANCHISE, \u00e9tude du cas Pingouin.<\/p>\n

Il s’agit du chapitre 3 de l’ouvrage collectif r\u00e9dig\u00e9 par 27 experts de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise<\/a> et ayant pour titre \u00ab\u00a0Le d\u00e9fi de la r\u00e9ussite partag\u00e9e, tome III de la collection \u00ab\u00a0La franchise expliqu\u00e9e par les experts\u00a0\u00bb.<\/a><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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\u00ab\u00a0Apr\u00e8s un bref rappel historique, nous verrons comment Pingouin a pu d\u00e9velopper sa franchise et notamment quels sont les \u00ab ma\u00eetrises m\u00e9tiers \u00bb qui l’ont permis. On pourrait aussi parler de savoir-faire plut\u00f4t que de m\u00e9tiers. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Puis nous verrons ce qui a provoqu\u00e9 sa mort<\/strong> et notamment quels sont les m\u00e9tiers qui ont disparu. Il faudrait un lourd ouvrage, ce serait presque un roman historique, pour d\u00e9crire tout par le menu et je m’efforcerai de ne d\u00e9crire que ce qui permet d’illustrer le th\u00e8me de la disparition du m\u00e9tier du r\u00e9seau. N\u00e9anmoins aborder le th\u00e8me de la disparition du m\u00e9tier sans avoir d\u00e9crit l’apparition de ces \u00ab savoir faire m\u00e9tiers \u00bb dans l’historique ne permettrait pas de comprendre. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Enfin nous essaierons d’en tirer des enseignements pour une r\u00e9flexion applicable plus universellement. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Histoire d’un succ\u00e8s international en franchise.<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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C’est Pingouin, une marque de la Laini\u00e8re de Roubaix appartenant au groupe Prouvost, qui vers 1926-1929 a \u00e9labor\u00e9 un nouveau type de collaboration avec ses clients en France puis en Europe. Il s’agissait de mettre en place un nouveau canal de distribution plus stable, plus fid\u00e8le et bien plus performant que les traditionnelles boutiques multimarques et multi-produits. A la m\u00eame \u00e9poque General Motors mettait au point un syst\u00e8me pr\u00e9sentant quelques points communs pour vendre ses voitures sur le march\u00e9 US lourdement touch\u00e9 par la crise de 1929 aux USA. La Franchise est bien n\u00e9e simultan\u00e9ment des deux c\u00f4t\u00e9s de l’Atlantique et des deux c\u00f4t\u00e9s elle avait le m\u00eame but : \u00e9couler une production par un r\u00e9seau plus stable, plus repr\u00e9sentatif, plus efficace et mieux ma\u00eetris\u00e9<\/strong>. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Et ce fut un succ\u00e8s car \u00e0 la fin des ann\u00e9es 40, Pingouin comptait 350 franchis\u00e9s dans une Europe qui n’en comptait gu\u00e8re plus. Je devrais plut\u00f4t dire que l’enseigne flottait sur 350 magasins Pingouin car le mot franchise n’existait pas. Le syst\u00e8me de la franchise n’avait pas encore r\u00e9volutionn\u00e9 le monde des affaires car il fut bien peu copi\u00e9 en Europe avant les ann\u00e9es 70. Nous fran\u00e7ais, ne l’avions pas codifi\u00e9, pas d\u00e9fini par \u00e9crit et pas diffus\u00e9. D’ailleurs, les dirigeants de Pingouin, lorsqu’on leur expliqua ce qu’\u00e9tait la franchise dans les ann\u00e9es 60, s’\u00e9tonn\u00e8rent de constater qu’ils faisaient de la franchise sans le savoir. Dans les ann\u00e9es 70, parfois \u00e0 tort, on se moquait encore un peu dans les couloirs de ces consultants et avocats venus expliquer ce que le groupe faisait d\u00e9j\u00e0 depuis plus de 40 ans. D’ailleurs Pingouin fit partie des fondateurs de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Et pour cause, en 1975, lorsque j’ai \u00e9t\u00e9 recrut\u00e9 par la laini\u00e8re de Roubaix, il y avait environ 3500 magasins sous enseigne Pingouin principalement en Europe dont 1850 en France. Le mod\u00e8le de la franchise avait aussi \u00e9t\u00e9 utilis\u00e9 par le groupe Prouvost pour cr\u00e9er des centaines de franchises Rodier et avait \u00e9t\u00e9 copi\u00e9 par des dizaines de marques textiles formant ainsi le noyau de la franchise en France, un noyau marqu\u00e9 par deux caract\u00e9ristiques, les cr\u00e9ateurs des premiers r\u00e9seaux \u00e9taient principalement des industriels et l’objectif \u00e9tait de distribuer efficacement leur production.<\/p>\n

<\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le cas de la franchise Pingouin et la disparition du m\u00e9tier du fil \u00e0 tricoter. Comment un monstre de puissance et d’innovation a t’il pu sombrer corps et biens ? C’est le sujet trait\u00e9 par Jean Samper d’AC Franchise dans le chapitre \u00ab\u00a0LA DISPARITION DU METIER DU RESEAU DE FRANCHISE, \u00e9tude du cas Pingouin. Il s’agit du chapitre 3 de […]<\/p>\n","protected":false},"author":1,"featured_media":293646,"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-293645","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":"\nLa franchise expliqu\u00e9e par les experts de la fff. 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