Collaboration, communication, support, and relationships in the context of e-commerce within the franchising sector
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Accepted Manuscript (AM)
Author(s)
Kremez, Zhanna
Frazer, Lorelle
Quach, Sara
Thaichon, Park
Griffith University Author(s)
Year published
2020
Metadata
Show full item recordAbstract
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 ...
View more >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.
View less >
View more >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.
View less >
Journal Title
Journal of Strategic Marketing
Copyright Statement
This is an Author's Accepted Manuscript of an article published in the Journal of Strategic Marketing, 12 Jun 2020, copyright Taylor & Francis, available online at: https://doi.org/10.1080/0965254X.2020.1733051
Note
This publication has been entered in Griffith Research Online as an advanced online version.
Subject
Marketing
Social Sciences
Business & Economics
Ecommerce
ecommerce in franchising