Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector

Zhanna Kremez; Lorelle Frazer; Sara Quach; Park Thaichon

doi:10.1080/0965254X.2020.1733051

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Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector

Journal article

Peer reviewed

Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector

Zhanna Kremez, Lorelle Frazer, Sara Quach and Park Thaichon

Journal of Strategic Marketing, Vol.30(2), pp.137-159

2022

DOI: https://doi.org/10.1080/0965254X.2020.1733051

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Abstract

Ecommerce

franchisor leadership

ecommerce in franchising

relationship marketing

franchise relationships

training and support

This research aims to investigate how ecommerce influences elements of the franchising sector that have adopted an ecommerce strategy. A multiple case-study approach was selected to gain a comprehensive understanding of franchise organisations following implementation in their traditional service or retail businesses. The findings covered, but were not limited to, (a) franchise relationships, (b) franchisor leadership, (c) communication at the franchise network level, (d) collaboration with franchisees, and (e) training and support. The paper offers meaningful outcomes including (a) a framework for franchisee communication and participation, and (b) a model for franchisee acceptance and readiness for change, as well as effective communication in the franchise network. Finally, from the interviews conducted with franchise practitioners, certain practical recommendations have been made that will serve the franchise sector.

Details

Title: Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector
Authors: Zhanna Kremez (Author) - Griffith University
Lorelle Frazer (Author) - University of the Sunshine Coast, Queensland, USC Business School - Legacy
Sara Quach (Author) - Griffith University
Park Thaichon (Author) - Griffith University
Publication details: Journal of Strategic Marketing, Vol.30(2), pp.137-159
Publisher: Routledge
DOI: 10.1080/0965254X.2020.1733051
ISSN: 1466-4488
Organisation Unit: School of Business and Creative Industries; USC Business School - Legacy; University of the Sunshine Coast, Queensland
Language: English
Record Identifier: 99467306202621
Output Type: Journal article

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6 Times Cited - Web of Science

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Collaboration types: Domestic collaboration
Web Of Science research areas: Business

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#9 Industry, Innovation and Infrastructure

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