Adopting the Internet in franchise systems: Australian franchisors' perceptions

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Title Adopting the Internet in franchise systems: Australian franchisors' perceptions
Author Rao, Sally; Frazer, Lorelle
Publication Title Marketing Accountabilities and Responsibilities
Editor Jim Wiley
Year Published 2004
Place of publication Wellington, NZ
Publisher Australian and New Zealand Marketing Academy
Abstract The relevance and impact of the internet on the business-to-business market is widely acknowledged. However, little academic attention has been paid to the adoption of internetbased technology in the Australian franchising sector. Thus this paper addresses the problem: 'how and why Australian franchise organisations use internet-based technologies in their franchise systems?' This research uses convergent interviewing to investigate the benefits and barriers associated with adopting internet-based technologies in Australian franchise organisations. The findings will serve as the foundation for future empirical analyses. The analysis revealed that adoption of internet technologies is still in its infancy in Australian franchise systems with the major uses of franchisor websites being providing information to consumers and as a means of attracting potential franchisees.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright remains with the authors 2004. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 0-475-22215-1
Conference name ANZMAC 2004
Location Wellington, NZ
Date From 2004-11-29
Date To 2004-12-01
Date Accessioned 2004-12-21
Language en_AU
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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