Management in particular is sometimes difficult

"The three characteristics of the networks are the diversity, complexity and evolution capacity permanent," announced to at the outset Jean-Philippe Cotis, Director General of Insee, during a seminar organized by the Institute on 19 November, under the auspices of the national Council for statistical information (Cnis) with professional and Directorate of competitiveness, industry and services (DGCIS) of the Ministry of the economy.

Four challenges to function properly

After having recalled the interest to create a network (multiply catchment areas, develop productivity and achieve economies of scale) or to contact a (possibility of undertaking in itself, rebounding after a professional failure, with the benefit of the attractiveness of a mark and a technical and financial support), Gérard Cliquet, Professor of management of the distribution at the University of Rennes Iaddressed the principles that govern the functioning of a network. "After the American Jeffrey Bradach, a network is confronted with 4 major challenges: increasing customer, the maintenance of the consistency of the concept, local responsiveness and overall adaptation of the concept, he explained.". Management, in particular, is sometimes difficult. There is thus a phase of "alienation", when the participant after the enthusiasm to start in the routine and away from the head. It is essential to identify the time, as he might then towards the conflict.

Associated trade and franchise: two models of development

Significant operating differences occur in the form of networks. "In associated trade, independents come together to be strengthened by creating a network head which they are both customers and owners, said Alexandra Bouthelier, Delegate General of the CFA (Federation of associated trade signs)." Each group thus enjoys a dual governance between the permanent of the central structure and shareholders members. "Meanwhile, Guy Gras, President of the FFF (French Federation of the franchise), placed emphasis on the opposition between American franchise and European franchise. "In the United States, the term"franchise"is actually a trademark license, since the"franchisor"simply sell the right to use its mark, and eventually provides certain products and services, but without obligation.". Conversely, in Europe, the franchise is primarily a transfer of know-how of the franchisor, who must provide a competitive advantage to franchisees. This materialises by a mark and is accompanied by a helper.

Two examples of signs

Specifically, what are the applications of these principles in networks Franck Provost, Chairman of the Group Provalliance (signs Franck Provost, Jean-Louis David, Saint-Algue), "it is essential to demonstrate the ideas that the franchisor to implement franchisees." For example, we have created a new ethnic brand, called Niwel. We started the test branch, on 7 points of sale, and once the success is proven, we will develop the duty-free. "From the point of view of the associated trade, essentially lies in the cooperative structure of the groups. "All decisions are taken democratically, confirms Stéphane Gauthier, CEO of Best Western France. This process is sometimes long, but very effective because decisions, once approved by all members, are immediately applied.

Issues for the future of networks

For any network, it is essential to remain attentive to developments in consumer behavior to anticipate. For after Pascale Hébel, Director of the Department use the Crédoc (study Research Centre) and the observation of living conditions, the three main needs of the younger generations are now the search for meaning through "committed" purchases, the sense of belonging to a community and "reliance", i.e. the need for social connection. "Trade network has assets because it allows you to convey values common, easily identifiable by consumers," she said. Another issue important: the development of the Internet. "Of course, e-commerce generates very significant logistical and advertising expenses, recognizes Michel Choukroun, consultant distribution issues. But not doing would be suicidal. Cross - the e-commerce i.e. a synergy between all them should be in place at all levels (logistics, marketing, service after - sale). "Last priority: the international. For Daniele Pederzoli, head of the Rouen Business School marketing department, "the internationalization of a network requires capital and reflection, but it is a fundamental part of the strategy for any distribution undertaking."