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

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  • Kremez, Zhanna
  • Frazer, Lorelle
  • Thaichon, Park

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.

Suggested Citation

  • Kremez, Zhanna & Frazer, Lorelle & Thaichon, Park, 2019. "The effects of e-commerce on franchising: Practical implications and models," Australasian marketing journal, Elsevier, vol. 27(3), pages 158-168.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:3:p:158-168
    DOI: 10.1016/j.ausmj.2019.04.002
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    References listed on IDEAS

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    Cited by:

    1. Dubey, Vivek K. & Matthes, Joseph M. & Saini, Amit, 2023. "Impact of socioeconomic values collaboration on performance in franchising," Journal of Business Research, Elsevier, vol. 162(C).
    2. Perrigot, Rozenn & López-Fernández, Begoña & Basset, Guy, 2020. "“Conflict-performance assumption†or “performance-conflict assumption†: Insights from franchising," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Jaković Božidar & Ćurlin Tamara & Miloloža Ivan, 2021. "Enterprise Digital Divide: Website e-Commerce Functionalities among European Union Enterprises," Business Systems Research, Sciendo, vol. 12(1), pages 197-215, May.

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