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

Zhanna Kremez, Lorelle Frazer and Park Thaichon

Australasian marketing journal, 2019, vol. 27, issue 3, 158-168

Abstract: 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.

Keywords: E-commerce; Franchising relationships; Franchisee engagement; Encroachment; Franchisee acceptance (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:27:y:2019:i:3:p:158-168

DOI: 10.1016/j.ausmj.2019.04.002

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