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Franchising and the Internet: an exploratory study of franchisor Web sites

Franchising and the Internet: an exploratory study of franchisor Web sites This paper explores the impact that electronic commerce is beginning to have on franchising, with the objective of discovering how franchisors are utilising their Web sites. Results are presented from a survey of franchisor Web sites illustrating what content and features are being made available online. The analysis of franchise Web sites indicates that most franchisors use them for marketing purposes and to provide information. However, a significant number provide a fully developed electronic commerce site accepting both online orders and payments. The results of the study should help to significantly inform debate on this subject and serve as a starting‐point for further research into the impact of electronic commerce, and more generally Internet technologies, on the franchising growth strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Franchising and the Internet: an exploratory study of franchisor Web sites

Helen Dixon; Barry Quinn
Internet Research , Volume 14 (4): 12 – Sep 1, 2004
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12 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1066-2243
DOI
10.1108/10662240410555324
Publisher site
See Article on Publisher Site

Abstract

This paper explores the impact that electronic commerce is beginning to have on franchising, with the objective of discovering how franchisors are utilising their Web sites. Results are presented from a survey of franchisor Web sites illustrating what content and features are being made available online. The analysis of franchise Web sites indicates that most franchisors use them for marketing purposes and to provide information. However, a significant number provide a fully developed electronic commerce site accepting both online orders and payments. The results of the study should help to significantly inform debate on this subject and serve as a starting‐point for further research into the impact of electronic commerce, and more generally Internet technologies, on the franchising growth strategy.

Journal

Internet Research – Emerald Publishing

Published: Sep 1, 2004

Keywords: Franchising; Electronic commerce; World wide web; Internet

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