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

Helen Dixon (Research Student, at the School of Business, Retail and Financial Services, University of Ulster, Coleraine, Northern Ireland, UK)
Barry Quinn (Lecturer, at the School of Business, Retail and Financial Services, University of Ulster, Coleraine, Northern Ireland, UK)

Internet Research

ISSN: 1066-2243

Article publication date: 1 September 2004

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.

Keywords

Citation

Dixon, H. and Quinn, B. (2004), "Franchising and the Internet: an exploratory study of franchisor Web sites", Internet Research, Vol. 14 No. 4, pp. 311-322. https://doi.org/10.1108/10662240410555324

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited