Journal article
The effects of e-commerce on franchising: Practical implications and models
Australasian Marketing Journal, Vol.27(3), pp.158-168
2019
Abstract
This study investigates the current state of e-commerce in franchising and how this area is affecting franchisee-franchisor relationships. Its main purpose is to investigate and identify viable e-commerce strategies that franchise networks can successfully implement and maintain. The data were gathered through a two-stage process that involved (1) semi-structured interviews with franchisors and (2) a moderated industry forum, where franchisors and industry experts openly discussed their strategies and concerns with respect to e-commerce. This was implemented through three-level coding using NVivo software. The first theme identified was the participation of franchisees in developing and executing the e-commerce strategy, the second was a broad theme around franchisee opinions and fears, and the third involved introducing and implementing an e-commerce strategy within an existing franchising model. Finally, an overarching model was created where all key concepts are interrelated and avenues for further research are explored.
Details
- Title
- The effects of e-commerce on franchising: Practical implications and models
- Authors
- Zhanna Kremez (Author) - Griffith UniversityLorelle Frazer (Author) - University of the Sunshine Coast - School of BusinessPark Thaichon (Author) - Griffith University
- Publication details
- Australasian Marketing Journal, Vol.27(3), pp.158-168
- Publisher
- Elsevier Ltd.
- DOI
- 10.1016/j.ausmj.2019.04.002
- ISSN
- 1441-3582
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Business and Creative Industries; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450712802621
- Output Type
- Journal article
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- Domestic collaboration
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- Business
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