Ecommerce structures for retail and service franchises
Volume: 33, Issue: 6, Pages: 1292 - 1308
Published: May 10, 2019
Abstract
Purpose The purpose of this paper is to provide an in-depth investigation of e-commerce strategy implementation in mature franchise organisations from both franchisor and franchisee perspectives. Design/methodology/approach This research employed a multiple case study method where the e-commerce strategies of two mature franchise organisations were investigated in depth. Franchising experts were interviewed to provide an additional dimension to...
Paper Details
Title
Ecommerce structures for retail and service franchises
Published Date
May 10, 2019
Volume
33
Issue
6
Pages
1292 - 1308
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