Abstract
Abstract Franchising is a business format which is becoming a global phenomenon in the contemporary business. Franchise systems extensively use modern information and communication technology (ICT) to enhance communication among franchisors and franchisees, and to provide interaction with end users. The aim of the paper is to highlight the importance of using the modern technology in franchise systems globally and need for more intensive use of ICT in our country and in neighboring countries, based on the comparative analysis of using the ICT and Internet in developed and less developed economies. The research was conducted through a comprehensive on-line analysis of franchisors’ web sites. In this paper, it is analyzed whether there is a connection between the franchisors and franchisees linking through web site and the number of given franchise. Correlation analysis showed a statistically significant strong positive correlation between the use of the web site for linking franchisors and their franchisees and the number of franchise units. It can be concluded that less use of modern technology and the Internet in developing countries affects the slower expansion of the franchise units network than in developed countries where the use of ICT and the Internet is at a much higher level.
Highlights
Franchising experiences a bloom and is considered a form of business that has a growing impact on the global economy
The aim of this study is to highlight the importance and possibilities of using modern information and communication technologies in the franchise systems on a global level, as well as to emphasize the need for more intensive use of ICT in Serbia and the surrounding countries based on a comparative analysis of the use of ICT and the Internet in less developed economies and developed market economies
The use of modern technology and the Internet is much lower in the franchise systems in Serbia and Croatia than in developed market economies
Summary
Franchising experiences a bloom and is considered a form of business that has a growing impact on the global economy. The use of modern information and communication technologies (ICT) affects almost every aspect of modern society, both in Serbia and worldwide In this regard, it is especially important to mention that franchise organizations increasingly opt for intensive use of modern technology in their business processes, which leads to a series of changes in the relationship between the participants in a franchise system. The aim of this study is to highlight the importance and possibilities of using modern information and communication technologies in the franchise systems on a global level, as well as to emphasize the need for more intensive use of ICT in Serbia and the surrounding countries based on a comparative analysis of the use of ICT and the Internet in less developed economies and developed market economies. The starting assumption of the study is that the use of ICT and the Internet in the development of franchise systems in less developed economies lag behind the use in the developed market economies, and that there is a different purpose and usage of ICT in these countries
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