The effects of e-commerce on franchising: Practical implications and models

Zhanna Kremez; Lorelle Frazer; Park Thaichon

doi:10.1016/j.ausmj.2019.04.002

Back

The effects of e-commerce on franchising: Practical implications and models

Journal article

Peer reviewed

The effects of e-commerce on franchising: Practical implications and models

Zhanna Kremez, Lorelle Frazer and Park Thaichon

Australasian Marketing Journal, Vol.27(3), pp.158-168

2019

DOI: https://doi.org/10.1016/j.ausmj.2019.04.002

Files and links (1)

url

https://doi.org/10.1016/j.ausmj.2019.04.002View

Published Version

Abstract

e-commerce

encroachment

franchisee acceptance

franchisee engagement

franchising relationships

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 University
Lorelle Frazer (Author) - University of the Sunshine Coast - School of Business
Park Thaichon (Author) - Griffith University
Publication details: Australasian Marketing Journal, Vol.27(3), pp.158-168
Publisher: Elsevier Ltd.
Date published: 2019
DOI: 10.1016/j.ausmj.2019.04.002
ISSN: 1441-3582
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450712802621
Output Type: Journal article

Metrics

236 Record Views

12 Times Cited - Web of Science

InCites Highlights

These are selected metrics from InCites Benchmarking & Analytics tool, related to this output

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

UN Sustainable Development Goals (SDGs)

This output has contributed to the advancement of the following goals:

#9 Industry, Innovation and Infrastructure

Source: InCites