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Jul 17, 2022Keywords:
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L’impact des facteurs environnementaux sur l’internationalisation des franchises Marocaines The impact of environmental factors on internationalization of Moroccan franchise
Abstract
L’objectif de ce travail est d’initier des recherches sur la franchise au Maroc. Il met l’accent sur l’internationalisation des réseaux marocains de franchises, à la fois des réseaux marocains internationales ou encore des réseaux domestiques qui comptent s‘internationaliser dans les années à venir. Il porte sur la mesure des facteurs influençant l‘intention de s’internationaliser chez les franchiseurs marocains. L’objectif est d’analyser les facteurs environnementaux explicatifs de l‘intention de s‘internationaliser chez les franchiseurs marocains. Pour ce faire, une enquête menée auprès de 43 responsables de développement international des réseaux marocains de franchise a révélé que 30% des réseaux marocains sont déjà présents à l'étranger envisagent de nouvelles implantations, et 70% des réseaux actifs sur le seul territoire national souhaitent s'y lancer dans les prochaines années. En utilisant la méthode de l’analyse discriminante, cette recherche met en évidence, l’influence des institutions externes et des agents externes sur l’intention de s’internationaliser chez les franchiseurs marocains.
The objective of this work is to initiate research on franchising in Morocco. It focuses on the internationalization of Moroccan franchise networks, both international Moroccan networks and domestic networks that intend to internationalize in the coming years. It focuses on measuring the factors influencing the intention to internationalize by Moroccan franchisors. The objective is to analyze the environmental factors that explain the intention to internationalize by Moroccan franchisors. To do this, A survey conducted to 43 managers of international development of Moroccan franchise networks revealed that 30% of Moroccan networks are already present abroad are considering new locations, and 70% of the networks active on the national territory alone wish to go abroad in the next few years. Using the discriminant analysis method, this research highlights the influence of institutions and external agents on the intention to internationalize of Moroccan franchisors.
