fbpx

Angelo Manaresi – Department of Management, University of Bologna, Via Capo di Lucca 34, 40126, Bologna, Italy

Keywords:
E-commerce;
Franchising;
Strategy

DOI: https://doi.org/10.31410/ITEMA.2023.237

Abstract: The primary objective of this article is to discern the strategy im­plications arising from the incorporation of e-commerce by franchisors with­in franchise networks. Following interviews with key informants, an experi­ment was conducted to investigate the franchisees’ willingness to continue investing in the franchise network after the franchisor introduces an e-com­merce platform that excludes them. The long-term repercussions of inte­grating e-commerce into franchising networks include a diminished willing­ness among franchisees to sustain their investments. This may differ from the short-term acceptance of the franchisor’s e-commerce initiative, primarily at­tributable to the substantial power imbalance between franchisor and fran­chisee, as well as short-term inertia inherent in relation-specific investments and franchise contracts. A significant challenge faced by franchisors is the choice between establishing a profit-sharing model or, ideally, a mutually beneficial win-win arrangement with franchisees. Alternatively, the strategy may consider allocating more resources to directly operated stores.

7th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2023 – Conference Proceedings, Hybrid (Faculty of Organization and Informatics Varaždin, University of Zagreb, Croatia), October 26, 2023

ITEMA Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2023 Conference Proceedings: ISBN 978-86-80194-75-2, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2023

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.

Suggested citation
Manaresi, A. (2023). Strategic Integration of E-commerce and Franchising. In V. Bevanda (Ed.), International Scientific Conference ITEMA 2023: Vol 7. Conference Proceedings (pp. 237-247). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/ITEMA.2023.237

References

Cedrola, E., & Memmo, S. (2009). Internet for franchising: current use and areas of improve­ment—Results of an empirical research. Journal of Euromarketing, 18(1), 5–21.

Cliquet, G., & Voropanova, E. (2016). E-commerce and encroachment: evidence from French franchise networks. Journal of Marketing Channels, 23(3), 114–128.

Dixon, H., & Quinn, B. (2004). Franchising and the internet: an exploratory study of franchisor web sites. Internet Research, 14(4), 311–322.

Kaushik, K., Mishra, R., Rana, N. P., & Dwivedi, Y. K. (2018). Exploring reviews and review sequences on e-commerce platform: a study of helpful reviews on Amazon. Journal of Re­tailing and Consumer Services, 45, 21–32.

Kremez, Z., Frazer, L., & Thaichon, P. (2019). The effects of e-commerce on franchising: Prac­tical implications and models. Australasian Marketing Journal, 27, 158–168.

Perrigot, R., & Pénard, T. (2013). Determinants of E-commerce strategy in franchising: a re­source-based view. International Journal of Electronic Commerce, 17(3), 109–130.

Perrigot, R., Basset, G., & Cliquet, G. (2017). E-commerce opportunities and challenges for franchise chains. In Handbook of Research on Franchising. Edward Elgar Publishing.

Terry, A. (2002). The e-business challenge to franchising. Australian Business Law Review, 30(3), 227-227.

Watson, A., Kirby, D. A., & Egan, J. (2002). Franchising, retailing and the development of e-commerce. International Journal of Retail Distribution Management, 30(5), 228–237.

Connect with us

Association of Economists and Managers of the Balkans – UdEkoM Balkan
179 Ustanicka St, 11000 Belgrade, Serbia

https://www.udekom.org.rs/home

Udekom Balkans is a dynamic non-governmental and non-profit organization, established in 2014 with a mission to foster the growth of scientific knowledge within the Balkan region and beyond. Our primary objectives include advancing the fields of management and economics, as well as providing educational resources to our members and the wider public.

Who We Are: Our members include esteemed university professors from various scientific disciplines, postgraduate students, and experts from ministries, public administrations, private and public enterprises, multinational corporations, associations, and similar organizations.

Building Bridges Together: Over the course of ten years since our establishment, the Association of Economists and Managers of the Balkans has established impactful partnerships with more than 1,000 diverse institutions across the Balkans region and worldwide.

ITEMA conference publications are licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.