Effective communication strategies in a franchise organization

Paul James Davis (Bakers Delight Holdings, Hamlyn Terrace, Australia)

Corporate Communications: An International Journal

ISSN: 1356-3289

Publication date: 1 December 2004


Examines the nature and success of corporate communication initiatives within a large retail franchise organization. Challenges faced by communication strategists in franchised organisations are discussed and initiatives for overcoming these barriers are outlined. Research conducted through Deakin University into franchisee awareness of, and support for, corporate instigated policy is outlined. The research, centred on corporate communication tools, found strong franchisee awareness of corporate policy with a few exceptions. Franchisee support for policies varied considerably. Recommendations for more effective communication between franchisors and franchisees include greater corporate initiated consultation and clearer promotion of core ideas that justify and explain rather than preach and demand.



Davis, P. (2004), "Effective communication strategies in a franchise organization", Corporate Communications: An International Journal, Vol. 9 No. 4, pp. 276-282. https://doi.org/10.1108/13563280410564011

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Copyright © 2004, Emerald Group Publishing Limited

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