Adopting the Internet in franchise systems: Australian franchisors' perceptions

View/ Open
Author(s)
Rao, Sally
Frazer, Lorelle
Griffith University Author(s)
Year published
2004
Metadata
Show full item recordAbstract
The relevance and impact of the internet on the business-to-business market is widely acknowledged. However, little academic attention has been paid to the adoption of internetbased technology in the Australian franchising sector. Thus this paper addresses the problem: 'how and why Australian franchise organisations use internet-based technologies in their franchise systems?' This research uses convergent interviewing to investigate the benefits and barriers associated with adopting internet-based technologies in Australian franchise organisations. The findings will serve as the foundation for future empirical analyses. ...
View more >The relevance and impact of the internet on the business-to-business market is widely acknowledged. However, little academic attention has been paid to the adoption of internetbased technology in the Australian franchising sector. Thus this paper addresses the problem: 'how and why Australian franchise organisations use internet-based technologies in their franchise systems?' This research uses convergent interviewing to investigate the benefits and barriers associated with adopting internet-based technologies in Australian franchise organisations. The findings will serve as the foundation for future empirical analyses. The analysis revealed 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.
View less >
View more >The relevance and impact of the internet on the business-to-business market is widely acknowledged. However, little academic attention has been paid to the adoption of internetbased technology in the Australian franchising sector. Thus this paper addresses the problem: 'how and why Australian franchise organisations use internet-based technologies in their franchise systems?' This research uses convergent interviewing to investigate the benefits and barriers associated with adopting internet-based technologies in Australian franchise organisations. The findings will serve as the foundation for future empirical analyses. The analysis revealed 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.
View less >
Conference Title
Marketing Accountabilities and Responsibilities
Publisher URI
Copyright Statement
© The Author(s) 2004. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.