Internet for Franchising: Current Use and Areas of Improvement—Results of an Empirical Research

Cedrola, Elena; Memmo, Sabrina

doi:10.1080/10496480902865157

Cited by 9 publications

(26 citation statements)

References 14 publications

(10 reference statements)

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“…Both strategies have received considerable attention from academic researchers across different disciplines, including marketing, IT, consumer behaviour, and organisational theory (Dennis et al, 2009; Weaven et al, 2018; Wright and McAuley, 2012; Frazer et al, 2014; Weaven et al, 2018). However, some have suggested that the crossover between these two fields has not been sufficiently researched (Cedrola and Memmo, 2009; Dixon and Quinn, 2004; Wright and McAuley, 2012).…”

Section: Overviewmentioning

confidence: 99%

“…Yet, there is very little empirical research in this field to inform franchisors’ decisions to adopt an appropriate e-commerce strategy. The lack of an in-depth understanding of e-commerce practices in franchising indicates a need for further research in this area (Cedrola and Memmo, 2009; Dixon and Quinn, 2004; Rao and Frazer, 2010).…”

Section: Overviewmentioning

confidence: 99%

“…At present, relatively limited literature discusses how franchise businesses use the Internet, in general, and e-commerce, in particular. Most publications take the form of short industry articles, rather than academic research (Cedrola and Memmo, 2009). The comparative immaturity of Internet use within franchising systems may be an explanation for this (Rao and Frazer, 2010).…”

Section: Gaps In the Literature And Proposed Contributionsmentioning

confidence: 99%

“…The qualitative approach to the analysis of this problem will also contribute to knowledge. Cedrola and Memmo (2009) encouraged future studies in this field to include qualitative data through interviewing managers of different franchise businesses. Dixon and Quinn (2004) suggest that surveying the franchisors themselves to analyse their e-commerce strategies will further develop this area of research and provide findings that will benefit franchisors that are currently challenged with the structuring of their e-commerce strategy, the franchising sector as a whole, and franchising relationships, in addition to informing policy.…”

Section: Gaps In the Literature And Proposed Contributionsmentioning

confidence: 99%

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The Effects of E-Commerce on Franchising: Practical Implications and Models

Kremez

Frazer

Thaichon

2019

Australasian Marketing Journal

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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.

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Section: Overviewmentioning

confidence: 99%

Section: Overviewmentioning

confidence: 99%

Section: Gaps In the Literature And Proposed Contributionsmentioning

confidence: 99%

Section: Gaps In the Literature And Proposed Contributionsmentioning

confidence: 99%

See 2 more Smart Citations

The Effects of E-Commerce on Franchising: Practical Implications and Models

Kremez

Frazer

Thaichon

2019

Australasian Marketing Journal

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“…Our study extends in this direction and builds on academic works dealing with franchising and communication on the Internet and on social media (e.g., Kacker and Perrigot 2016;Perrigot et al 2012) or on CSR activities (e.g., Perrigot, Oxibar and Déjean 2015). Until recently, research on the role of franchisor online communication in attracting franchisees has mainly dealt with the percentage of franchisors using their websites to provide information to franchisee candidates (e.g., Dixon and Quinn 2004;Rao and Frazer 2006;Young, McIntyre and Paswan 2004), the types of information provided on franchisor websites (e.g., Cedrola and Memmo 2009;Rao and Frazer 2005; and the determinants of such franchisor online communication in terms of industry (e.g., Cedrola and Memmo 2009;Dixon and Quinn 2004;), chain size (e.g., Rao and Frazer 2006;Young, McIntyre and Paswan 2004) or the percentage of company-owned stores (Young, McIntyre and Paswan 2004). Furthermore, our study also completes the case study on Subway's means of communication to attract franchisee candidates (Perrigot, Basset and Cliquet 2011) and the study of the importance of personal characteristics in franchisee selection (Clarkin and Swavely 2006;Nyadzayo et al 2011).…”

Section: Contributions To Researchmentioning

confidence: 99%

Using Websites to Recruit Franchisee Candidates

López-Fernández

Perrigot

2018

Journal of Interactive Marketing

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Unlike other interorganizational relationships, such as joint ventures, franchisors commonly display information on their websites with the objective of attracting franchisee entrepreneurs and having them sign standardized contracts. This paper analyses, for the first time, how franchise brands disclose both functional and symbolic benefits and their effect on franchise chain growth. Our empirical study, based on an in-depth analysis of 106 websites, suggests that both types of benefits are intertwined in advertising franchise opportunities. Information on financial requirements, contact facilities and recruiting processes are positively related to franchise chain growth, whereas information on business potential (financial expectations) is negatively related to growth. Moreover, information on continuous assistance is relevant for service-type franchisee candidates. Finally, our observations show that information available in all the categories is far from exhaustive and that influential information is frequently absent from franchisor websites.

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Franchisees’ Websites and Concept Uniformity: A New Challenge for Franchisors

Perrigot

Basset

Briand-Meledo

et al. 2013

Contributions to Management Science

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International audienceThe current book on Nework Governance contributes to the literature by offering new perspectives on network goals and performance, inter-organizational learning and trust in alliances, corporate governance issues in cooperatives, governance of cross-border retail networks, contract design and governance innovations in cooperatives and fanchising.This paper aims to highlight the challenges associated with network uniformity and brand image for franchisors, more specifically when their franchisees set up and manage their own website. This practice has some impact on network uniformity which is a key concept in franchising. We analyze the presence of franchisees on the Internet of 471 networks, both in retailing and services, described in the 2011 franchise directory. We find that only 38 franchise networks are concerned about this practice. We use a qualitative approach based on multiple cases studies of these 38 franchise networks. It points out the different aspects of franchisees’ websites that can damage concept uniformity. Maintaining network uniformity when there are various websites set up and run by franchisees entails challenges to franchisors that are presented in this paper within a managerial perspective linked to technical and organizational know-how. Some insights from the legal perspective are also provided

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Internet for Franchising: Current Use and Areas of Improvement—Results of an Empirical Research

Cited by 9 publications

References 14 publications

The Effects of E-Commerce on Franchising: Practical Implications and Models

The Effects of E-Commerce on Franchising: Practical Implications and Models

Using Websites to Recruit Franchisee Candidates

Franchisees’ Websites and Concept Uniformity: A New Challenge for Franchisors

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