Australian Franchisor websites: Moving towards network behaviour

Sally Rao; Lorelle Frazer

doi:10.3390/jtaer1010006

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Australian Franchisor websites: Moving towards network behaviour

Journal article

Open access

Peer reviewed

Australian Franchisor websites: Moving towards network behaviour

Sally Rao and Lorelle Frazer

Journal of Theoretical and Applied Electronic Commerce Research, Vol.1(1), pp.56-64

2006

DOI: https://doi.org/10.3390/jtaer1010006

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Abstract

Information Systems

Other Information and Computing Sciences

Marketing

franchise

internet

website

networks

Australia is one of the leading nations using the internet in both business-to-consumer (B2C) and business-tobusiness (B2B) settings (ABS 2004). However, little academic attention has been paid to the adoption of internetbased technology in the Australian franchising sector. Thus this paper addresses the problem of how Australian franchise organisations use internet-based technologies in their franchise systems. This research examines the websites of a sample of 202 Australian franchisors to determine their function as a communication and marketing tool within the franchise network. The aim is to document the web activities undertaken by Australian franchisors to provide an exploratory and descriptive snapshot that can be used as a platform for theoretical efforts The analysis reveals that adoption of internet technologies is still in its infancy in Australian franchise systems with the major uses of franchisor websites being providing information to consumers and as a means of attracting potential franchisees. There is evidence that franchise organisations are moving towards network behaviour through the internet.

Details

Title: Australian Franchisor websites: Moving towards network behaviour
Authors: Sally Rao (Author) - University of Adelaide
Lorelle Frazer (Author) - Griffith University
Publication details: Journal of Theoretical and Applied Electronic Commerce Research, Vol.1(1), pp.56-64
Publisher: Universidad de Talca
Date published: 2006
DOI: 10.3390/jtaer1010006
ISSN: 0718-1876
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450612402621
Output Type: Journal article

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