Dr. Anna Watson, Reader in Marketing at the University of Hertfordshire - United Kingdom, est invitée à l'IGR-IAE Rennes par Rozenn Perrigot.
Elle présentera une recherche intitulée :
"What does it mean to be a franchisee? Franchisees as opportunistic agents or trusted stewards".
Ce papier est co-écrit avec Dr Lola Dada (Lancaster University).
Abstract: This conceptual paper critiques the traditional view of franchisees as agents of the franchisor, an approach that has dominated the franchise literature. We argue that the atomistic perspective of human nature associated with agency theory may promulgate franchise governance systems which actually promote the opportunistic behaviors they seek to reduce. In contrast, by adopting a communitarian philosophy, we propose that instead of viewing franchisees solely as agents, franchisees should also be considered as potential stewards of the franchise system. We explain how such a complementary perspective could provide novel insights for theory development and practice.