An Exploratory Look at Attributes of Internet Use and Adoption by Franchisees

This case study explores the attitudes and perceptions of franchise owner-operators in regard to their acceptance of advanced Internet innovation and technologies. Because these franchisees serve a dual role as both the decision maker and the end user of new technology and innovation, they provide a dichotomy of perspectives that yield insights into many aspects of business leadership, customer service, and operational proficiency. Findings suggest five key attributes of Internet use and adoption by franchisees. The data in this exploratory case study also reveals three areas of disparity regarding franchisee behavior worthy of consideration by practitioners and academics: (1) The inward focus of franchisees, (2) project costs are considered superficially, and (3) the micro SME as change agent. This research is significant and accretive by capturing the voice of franchisees in regard to Internet acceptance and by providing a strategic look at how the franchise micro SME is significantly different than non-franchised and larger SMEs.