Structures, Systems and Organizational Communication Processes in Franchises in times of crisis: the Spanish case.

Authors

  • Juan Monserrat-Gauchi University of Alicante
  • Carmen Quiles-Soler University of Alicante
  • Cristina González-Díaz University of Alicante

DOI:

https://doi.org/10.15847/obsOBS822014641

Keywords:

Communication, Strategies, Franchise, Management

Abstract

Current economic crisis together with the Internet revolution has had direct impacts on the franchise sector of Spain: in particular on its unique communication network. The aim of this research is to analyse how Spanish franchise companies have adapted to these changes through its corporate communications management. We want to determine whether the management of communications is ideal to the growth and consolidation of companies in the market. Corporate communications plans and organizational structures were analyzed to verify whether or not information technology (i.e. the use of the Internet) is maximized: the communications aspect being a critical area of company growth. We found that most franchise companies surveyed had adapted well to the changes in information technology, despite economic challenges. The Internet as a communications tool has been limited to its utility as a “bulletin board” for information. The marketing advantage of Internet communication, or its use as an avenue for customer exchange and exchange of goods and services has yet to be maximized. Future research may look into the details of how companies are able to maximize the communications-marketing advantage that Online/Internet can contribute to the franchise sector.

Author Biographies

Juan Monserrat-Gauchi, University of Alicante

Lecturer at the Communication and Social Psychology Department.

Carmen Quiles-Soler, University of Alicante

Lecturer at the Communication and Social Psychology Department.

Cristina González-Díaz, University of Alicante

Lecturer at the Communication and Social Psychology Department.

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Published

2014-06-03

How to Cite

Monserrat-Gauchi, J., Quiles-Soler, C., & González-Díaz, C. (2014). Structures, Systems and Organizational Communication Processes in Franchises in times of crisis: the Spanish case. Observatorio (OBS*), 8(2). https://doi.org/10.15847/obsOBS822014641

Issue

Vol. 8 No. 2 (2014)

Section

Articles

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