IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v42y2018icp80-94.html
   My bibliography  Save this article

Using Websites to Recruit Franchisee Candidates

Author

Listed:
  • López-Fernández, Begoña
  • Perrigot, Rozenn

Abstract

Unlike other interorganizational relationships, such as joint ventures, franchisors commonly display information on their websites with the objective of attracting franchisee entrepreneurs and having them sign standardized contracts. This paper analyses, for the first time, how franchise brands disclose both functional and symbolic benefits and their effect on franchise chain growth. Our empirical study, based on an in-depth analysis of 106 websites, suggests that both types of benefits are intertwined in advertising franchise opportunities. Information on financial requirements, contact facilities and recruiting processes are positively related to franchise chain growth, whereas information on business potential (financial expectations) is negatively related to growth. Moreover, information on continuous assistance is relevant for service-type franchisee candidates. Finally, our observations show that information available in all the categories is far from exhaustive and that influential information is frequently absent from franchisor websites.

Suggested Citation

  • López-Fernández, Begoña & Perrigot, Rozenn, 2018. "Using Websites to Recruit Franchisee Candidates," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 80-94.
    • Handle: RePEc:eee:joinma:v:42:y:2018:i:c:p:80-94
    DOI: 10.1016/j.intmar.2018.02.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996818300100
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2018.02.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Rozenn Perrigot & Manish Kacker & Guy Basset & Gérard Cliquet, 2012. "Antecedents of early adoption and use of social networks for stakeholder communications: Evidence from franchising," Post-Print halshs-00744548, HAL.
    2. Rajiv P. Dant & Rozenn Perrigot & Gérard Cliquet, 2008. "A cross-cultural comparison of the plural forms in franchise networks : United States, France, and Brazil," Post-Print halshs-00280723, HAL.
    3. Cable, Daniel M. & Judge, Timothy A., 1996. "Person-Organization Fit, Job Choice Decisions, and Organizational Entry," Organizational Behavior and Human Decision Processes, Elsevier, vol. 67(3), pages 294-311, September.
    4. repec:dau:papers:123456789/10189 is not listed on IDEAS
    5. Windsperger, Josef, 2004. "Centralization of franchising networks: evidence from the Austrian franchise sector," Journal of Business Research, Elsevier, vol. 57(12), pages 1361-1369, December.
    6. Rozenn Perrigot & Bruno Oxibar & Frédérique Déjean, 2012. "Determinants of Corporate Social Disclosure in the Franchising Sector: Insights from French Franchisors’ Websites," Economics Working Paper Archive (University of Rennes & University of Caen) 201211, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    7. Watson, Anna & Dada, Olufunmilola (Lola) & Grünhagen, Marko & Wollan, Melody L., 2016. "When do franchisors select entrepreneurial franchisees? An organizational identity perspective," Journal of Business Research, Elsevier, vol. 69(12), pages 5934-5945.
    8. Assâad El Akremi & Mignonac Karim.Mignonac@ut-Capitole.Fr Karim & Rozenn Perrigot, 2011. "Opportunistic behaviors in franchise chains: the role of cohesion among franchisees," Post-Print halshs-00738124, HAL.
    9. Anna, Petrenko, 2016. "Мaркування готової продукції як складова частина інформаційного забезпечення маркетингової діяльності підприємств овочепродуктового підкомплексу," Agricultural and Resource Economics: International Scientific E-Journal, Agricultural and Resource Economics: International Scientific E-Journal, vol. 2(1), March.
    10. James G. Combs & David J. Ketchen Jr & Jeremy C. Short, 2011. "Franchising Research: Major Milestones, New Directions, and its Future within Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 35(3), pages 413-425, May.
    11. Rozenn Perrigot & Bruno Oxibar & Frédérique Déjean, 2015. "Determinants of corporate social disclosure in the franchising sector: insights from French franchisors’ websites," Post-Print hal-01371726, HAL.
    12. Varadarajan, Rajan & Yadav, Manjit S., 2009. "Marketing Strategy in an Internet-Enabled Environment: A Retrospective on the First Ten Years of JIM and a Prospective on the Next Ten Years," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 11-22.
    13. Manish Kacker & Rozenn Perrigot, 2016. "Retailer use of a professional social media network: Insights from franchising," Post-Print halshs-01287641, HAL.
    14. Francine Lafontaine, 2014. "Franchising: Directions for Future Research," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 21(1), pages 21-25, February.
    15. Jambulingam, Thani & Nevin, John R., 1999. "Influence of franchisee selection criteria on outcomes desired by the franchisor," Journal of Business Venturing, Elsevier, vol. 14(4), pages 363-395, July.
    16. Kaufmann, Patrick J. & Dant, Rajiv P., 1996. "Multi-unit franchising: Growth and management issues," Journal of Business Venturing, Elsevier, vol. 11(5), pages 343-358, September.
    17. Rozenn Perrigot & Guy Basset & Gérard Cliquet, 2011. "Multi-channel communication: the case of Subway attracting new franchisees in France," Post-Print halshs-00629772, HAL.
    18. Gary Lilien & Rajdeep Grewal & Douglas Bowman & Min Ding & Abbie Griffin & V. Kumar & Das Narayandas & Renana Peres & Raji Srinivasan & Qiong Wang, 2010. "Calculating, creating, and claiming value in business markets: Status and research agenda," Marketing Letters, Springer, vol. 21(3), pages 287-299, September.
    19. Francine Lafontaine, 1992. "Agency Theory and Franchising: Some Empirical Results," RAND Journal of Economics, The RAND Corporation, vol. 23(2), pages 263-283, Summer.
    20. Lafontaine, Francine, 1993. "Contractual Arrangements as Signaling Devices: Evidence from Franchising," The Journal of Law, Economics, and Organization, Oxford University Press, vol. 9(2), pages 256-289, October.
    21. Soo Young Rieh, 2002. "Judgment of information quality and cognitive authority in the Web," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 53(2), pages 145-161.
    22. Michael, Steven C., 2000. "The effect of organizational form on quality: the case of franchising," Journal of Economic Behavior & Organization, Elsevier, vol. 43(3), pages 295-318, November.
    23. Minkler, Alanson P., 1990. "An empirical analysis of a firm's decision to franchise," Economics Letters, Elsevier, vol. 34(1), pages 77-82, September.
    24. Rozenn Perrigot & Bruno Oxibar & Frédérique Déjean, 2015. "Corporate Social Disclosure in the Franchising Sector: Insights from French Franchisors’ Websites," Post-Print halshs-00734386, HAL.
    25. Rozenn Perrigot & Begona López-Fernández & S. Eroglu, 2013. "Intangible Resources and Plural Form as Drivers of Franchise Internationalization: Examination within a Two-Country Perspective," Post-Print halshs-00863396, HAL.
    26. Steven C. Michael, 2009. "Entrepreneurial signaling to attract resources: the case of franchising," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 30(6), pages 405-422.
    27. Seth W. Norton, 1988. "Franchising, brand name capital, and the entrepreneurial capacity problem," Strategic Management Journal, Wiley Blackwell, vol. 9(S1), pages 105-114, June.
    28. Frédérique Déjean & Bruno Oxibar & Rozenn Perrigot, 2015. "Corporate social disclosure in the franchising sector: insights from french franchisors' websites," Post-Print hal-01630433, HAL.
    29. Steven C. Michael, 2000. "Investments to create bargaining power: the case of franchising," Strategic Management Journal, Wiley Blackwell, vol. 21(4), pages 497-514, April.
    30. Nada Mumdžiev & Josef Windsperger, 2011. "The Structure of Decision Rights in Franchising Networks: A Property Rights Perspective," Entrepreneurship Theory and Practice, , vol. 35(3), pages 449-465, May.
    31. Sicilia, Maria & Ruiz, Salvador, 2010. "The Effect of Web-Based Information Availability on Consumers' Processing and Attitudes," Journal of Interactive Marketing, Elsevier, vol. 24(1), pages 31-41.
    32. Kacker, Manish & Perrigot, Rozenn, 2016. "Retailer use of a professional social media network: Insights from franchising," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 222-233.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Calderon-Monge, Esther & Pastor-Sanz, Iván & Sendra-García, Javier, 2021. "How to select franchisees: A model proposal," Journal of Business Research, Elsevier, vol. 135(C), pages 676-684.
    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).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thierry Pénard & Rozenn Perrigot, 2015. "Search Online – Purchase Online in Franchising: An Empirical Analysis of Franchisor Website Functionality," Economics Working Paper Archive (University of Rennes & University of Caen) 201517, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    2. Pénard, Thierry & Perrigot, Rozenn, 2017. "Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 164-172.
    3. Kacker, Manish & Perrigot, Rozenn, 2016. "Retailer use of a professional social media network: Insights from franchising," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 222-233.
    4. Semrau, Thorsten & Biemann, Torsten, 2022. "When sergeants can outrank generals: Person-organization fit and the performance of franchisees as agents of their franchisor," Journal of Business Venturing, Elsevier, vol. 37(2).
    5. Begoña López-Fernández & Susana López-Bayón, 2018. "Antecedents of early terminations in franchising: franchisor versus franchisee cancelations," Small Business Economics, Springer, vol. 50(4), pages 677-695, April.
    6. Gillis, William E. & Combs, James G. & Yin, Xiaoli, 2020. "Franchise management capabilities and franchisor performance under alternative franchise ownership strategies," Journal of Business Venturing, Elsevier, vol. 35(1).
    7. Michael, Steven C., 2000. "The effect of organizational form on quality: the case of franchising," Journal of Economic Behavior & Organization, Elsevier, vol. 43(3), pages 295-318, November.
    8. Eugenio Jose Silva Bitti & Muriel Fadairo & Cintya Lanchimba & Vivian-Lara Silva, 2016. "Spatial strategies in Brazilian Franchising; Behavior categories and Performance Outcome," Working Papers halshs-01292057, HAL.
    9. Jakob Utgård, 2018. "Retail Chains’ Corporate Social Responsibility Communication," Journal of Business Ethics, Springer, vol. 147(2), pages 385-400, January.
    10. William E. Gillis & James G. Combs & David J. Ketchen Jr., 2014. "Using Resource–Based Theory to Help Explain Plural Form Franchising," Entrepreneurship Theory and Practice, , vol. 38(3), pages 449-472, May.
    11. Bretas, Vanessa P.G. & Alon, Ilan & Rocha, Thelma Valéria & Galetti, Jefferson R.B., 2021. "International governance mode choice: Evidence from Brazilian franchisors," Journal of International Management, Elsevier, vol. 27(2).
    12. Combs, James G. & Ketchen, David Jr. & Hoover, Vera L., 2004. "A strategic groups approach to the franchising-performance relationship," Journal of Business Venturing, Elsevier, vol. 19(6), pages 877-897, November.
    13. Steven C. Michael, 2010. "Franchising," Chapters, in: Peter G. Klein & Michael E. Sykuta (ed.), The Elgar Companion to Transaction Cost Economics, chapter 19, Edward Elgar Publishing.
    14. Cliquet, Gérard & Pénard, Thierry, 2012. "Plural form franchise networks: A test of Bradach’s model," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 159-167.
    15. Alessandro Giudici & James G. Combs & Benedetto Lorenzo Cannatelli & Brett R. Smith, 2020. "Successful Scaling in Social Franchising: The Case of Impact Hub," Entrepreneurship Theory and Practice, , vol. 44(2), pages 288-314, March.
    16. Le Bot, Corentin & Perrigot, Rozenn & Déjean, Frédérique & Oxibar, Bruno, 2022. "Corporate Social Responsibility in franchise chains: Specificities, insights from French franchise chains’ CSD, and avenues for future research," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    17. James G. Combs & David J. Ketchen Jr & Jeremy C. Short, 2011. "Franchising Research: Major Milestones, New Directions, and its Future within Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 35(3), pages 413-425, May.
    18. Richard S. Brown, 2017. "Franchisor market power and control rights in franchise systems: the case of Major League Baseball versus the Los Angeles Dodgers," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 1-21, March.
    19. Calderon-Monge, Esther & Pastor-Sanz, Iván & Sendra-García, Javier, 2021. "How to select franchisees: A model proposal," Journal of Business Research, Elsevier, vol. 135(C), pages 676-684.
    20. Fu-Sheng Tsai & Chin-Chiung Kuo & Julia L. Lin, 2020. "Knowledge Heterogenization of the Franchising Literature Applying Transaction Cost Economics," Economies, MDPI, vol. 8(4), pages 1-27, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:42:y:2018:i:c:p:80-94. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.