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

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.