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Determinants of e-commerce strategy in franchising: a resource-based view

Author

Listed:
  • Rozenn Perrigot

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Thierry Pénard

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, MARSOUIN - Môle Armoricain de Recherche sur la SOciété de l'information et des usages d'INternet - UR - Université de Rennes - UEB - Université européenne de Bretagne - European University of Brittany - UBS - Université de Bretagne Sud - ENSAI - Ecole Nationale de la Statistique et de l'Analyse de l'Information [Bruz] - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - UR2 - Université de Rennes 2)

Abstract

E‑commerce has grown tremendously over the past decade in most business sectors, including the franchising sector. This paper applies the resource-based view to examine e‑commerce strategy in franchise networks and to identify the potential determinants of the presence of transactional capabilities on franchisors' Web sites. Our empirical study is based on 486 U.S. franchise networks in the retail and service sectors. When data were collected in 2009, only 20 percent of the sampled franchisors had adopted an e‑commerce strategy. Our main findings show that the percentage of company-owned stores and network size have a positive impact on the implementation of e‑commerce strategy, whereas network age has a negative effect. Moreover, a franchisor is more likely to launch a transactional Web site in the retail sector and the hotel and restaurant sector. This paper highlights the relevance of using the resource-based view to investigate e‑commerce strategy and provides guidance to franchisors on how to implement a transactional Web site.

Suggested Citation

  • Rozenn Perrigot & Thierry Pénard, 2013. "Determinants of e-commerce strategy in franchising: a resource-based view," Post-Print halshs-00816125, HAL.
    • Handle: RePEc:hal:journl:halshs-00816125
    DOI: 10.2753/JEC1086-4415170305
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    Citations

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    Cited by:

    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. Veronika Svatošová & Jaroslava Rajchlová, 2022. "The Importance of Determinants of Strategic Development in E-commerce," Journal of Economics / Ekonomicky casopis, Institute of Economic Research, Slovak Academy of Sciences, vol. 70(9-10), pages 768-792, August.
    4. 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.
    5. 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.
    6. Benjamin Lawrence & Jie J. Zhang & Liwu Hsu & Sarah Zheng, 2021. "Return on Investments in Hotel Franchising: Understanding Moderating Effects of Franchisee Dependence," Production and Operations Management, Production and Operations Management Society, vol. 30(8), pages 2420-2440, August.

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