IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00816125.html
   My bibliography  Save this paper

Determinants of e-commerce strategy in franchising: a resource-based view

Author

Listed:
  • Rozenn Perrigot

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Thierry Pénard

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, MARSOUIN - Môle Armoricain de Recherche sur la SOciété de l'information et des usages d'INternet - UR - Université de Rennes - UEB - Université européenne de Bretagne - European University of Brittany - UBS - Université de Bretagne Sud - ENSAI - Ecole Nationale de la Statistique et de l'Analyse de l'Information [Bruz] - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - UR2 - Université de Rennes 2)

Abstract

E‑commerce has grown tremendously over the past decade in most business sectors, including the franchising sector. This paper applies the resource-based view to examine e‑commerce strategy in franchise networks and to identify the potential determinants of the presence of transactional capabilities on franchisors' Web sites. Our empirical study is based on 486 U.S. franchise networks in the retail and service sectors. When data were collected in 2009, only 20 percent of the sampled franchisors had adopted an e‑commerce strategy. Our main findings show that the percentage of company-owned stores and network size have a positive impact on the implementation of e‑commerce strategy, whereas network age has a negative effect. Moreover, a franchisor is more likely to launch a transactional Web site in the retail sector and the hotel and restaurant sector. This paper highlights the relevance of using the resource-based view to investigate e‑commerce strategy and provides guidance to franchisors on how to implement a transactional Web site.

Suggested Citation

  • Rozenn Perrigot & Thierry Pénard, 2013. "Determinants of e-commerce strategy in franchising: a resource-based view," Post-Print halshs-00816125, HAL.
    • Handle: RePEc:hal:journl:halshs-00816125
    DOI: 10.2753/JEC1086-4415170305
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Thierry Pénard & Rozenn Perrigot, 2015. "Search Online – Purchase Online in Franchising: An Empirical Analysis of Franchisor Website Functionality," Economics Working Paper Archive (University of Rennes 1 & University of Caen) 201517, Center for Research in Economics and Management (CREM), University of Rennes 1, University of Caen and CNRS.
    2. Pénard, Thierry & Perrigot, Rozenn, 2017. "Online search – Online purchase in franchising: An empirical analysis of franchisor website functionality," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 164-172.
    3. Veronika Svatošová & Jaroslava Rajchlová, 2022. "The Importance of Determinants of Strategic Development in E-commerce," Journal of Economics / Ekonomicky casopis, Institute of Economic Research, Slovak Academy of Sciences, vol. 70(9-10), pages 768-792, August.
    4. Kremez, Zhanna & Frazer, Lorelle & Thaichon, Park, 2019. "The effects of e-commerce on franchising: Practical implications and models," Australasian marketing journal, Elsevier, vol. 27(3), pages 158-168.
    5. Kacker, Manish & Perrigot, Rozenn, 2016. "Retailer use of a professional social media network: Insights from franchising," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 222-233.
    6. Benjamin Lawrence & Jie J. Zhang & Liwu Hsu & Sarah Zheng, 2021. "Return on Investments in Hotel Franchising: Understanding Moderating Effects of Franchisee Dependence," Production and Operations Management, Production and Operations Management Society, vol. 30(8), pages 2420-2440, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00816125. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.