The use of Internet-based technologies in Australian franchise systems: A preliminary study

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 Internet-based 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 a two-stage research design to investigate the benefits and barriers associated iwth adopting Internet-based technologies in Australian franchise organisations. The findings will serve as the foundation for future empirical analyses. The findings reveal 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. The current study contributes to the scant literature on the use of franchisor websites and their role in network behaviour. The positive views on the Internet expressed by franchisors indicate that increasing use of Internet-based technologies will occur in the future and guarantee further research in this emerging area.