Australian Franchisor websites: Moving towards network behaviour
Author(s)
Rao, Sally
Frazer, Lorelle
Griffith University Author(s)
Year published
2006
Metadata
Show full item recordAbstract
Australia is one of the leading nations using the internet in both business-to-consumer (B2C) and business-to-business (B2B) settings (ABS 2004). However, little academic attention has been paid to the adoption of internet-based 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 ...
View more >Australia is one of the leading nations using the internet in both business-to-consumer (B2C) and business-to-business (B2B) settings (ABS 2004). However, little academic attention has been paid to the adoption of internet-based 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.
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View more >Australia is one of the leading nations using the internet in both business-to-consumer (B2C) and business-to-business (B2B) settings (ABS 2004). However, little academic attention has been paid to the adoption of internet-based 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.
View less >
Journal Title
Journal of Theoretical and Applied Electronic Commerce Research
Volume
1
Issue
1
Subject
Information Systems
Other Information and Computing Sciences
Marketing