Towards plural forms, franchising/company‐owned systems, in the French cosmetics retail industry
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 May 2002
Abstract
The cosmetics retail industry in France is changing for at least two reasons: first, more and more services are available within cosmetics stores and, second, large groups like LVMH or Marionnaud are themselves looking for retail chains in order to exert greater control over their distribution systems. The findings from an exploratory study of several cosmetics retail companies operating in the French market seem to indicate that developing services is the best way of retaining business independence and resisting predators. Moreover, the development of new services leads these companies to implement plural form organisations. Many managerial and strategic advantages can be drawn from this type of organisation compared to pure franchise or company‐owned arrangements. A model is proposed to explain the evolution of organisational forms in cosmetics chains.
Keywords
Citation
Cliquet, G. and Croizean, J. (2002), "Towards plural forms, franchising/company‐owned systems, in the French cosmetics retail industry", International Journal of Retail & Distribution Management, Vol. 30 No. 5, pp. 238-250. https://doi.org/10.1108/09590550210426408
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited