Franchising a common organizational form for forty years has always been virtual. This paper reports on some observations and outcomes of intranet implementation at three franchise organizations. Initial findings suggest that the ability to monitor and/or participate in franchisee-to-franchisee communications on the franchise organization’s intranet has potential to change franchisee-franchisor relationships, increase virtuality, and facilitate technology adoption. Research directions are suggested to learn how intranets and other technologies affect the virtuality of franchise organizations.
Dickey, Michael and Murphy, Lisa, "Intranets as a Source of Increased Virtuality in Franchise Organizations: Observations and Research Directions" (2000). AMCIS 2000 Proceedings. 239.