Tecnologia e franchising. Il contributo di Internet all evoluzione delle relazioni franchisor-franchisee-cliente

Translated title of the contribution: [Autom. eng. transl.] Technology and franchising. The contribution of the Internet to the evolution of franchisor-franchisee-customer relationships

Chiara Luisa Cantu', Elena Cedrola

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The development of interorganizational relationships between franchisor and franchisee, and among franchisees, is the premise of national and international franchising development. This is the base to reach a competitive advantage. Through relationships organizations can share tangible and intangible resources. Relationships are driven by interdependeces and create these ones. Considering the generator of interdependences, a critical role is taken by technology. The management of innovation technology implications is coherent with B2B context, characterized by complexity, interaction and relationships. Technology support relationships with customers but also with providers, and other actors. This implications require a process reengineering considering internal process (training, education…) and external ones (procurement, selling…). Which web’s potentialities have been used in the franchising net? We will analyse the results of a research referred to 305 web site of international franchisor.
Translated title of the contribution[Autom. eng. transl.] Technology and franchising. The contribution of the Internet to the evolution of franchisor-franchisee-customer relationships
Original languageItalian
Title of host publicationThe Proceedings of Marketing Trends Conference
Pages1-24
Number of pages24
Publication statusPublished - 2008
Event7th Marketing Trends Conference - Venezia
Duration: 17 Jan 200819 Jan 2008

Conference

Conference7th Marketing Trends Conference
CityVenezia
Period17/1/0819/1/08

Keywords

  • franchisee
  • franchising
  • franchisor
  • web services

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