Influence of the franchising code of conduct on the franchisor-franchisee relationship

Paper


Lim, Jolene and Frazer, Lorelle. 2000. "Influence of the franchising code of conduct on the franchisor-franchisee relationship." O'Cass, Aron (ed.) ANZMAC 2000: Visionary Marketing for the 21st Century: Facing the Challenge. Gold Coast, Australia 28 Nov - 01 Dec 2000 Gold Coast, Australia.
Paper/Presentation Title

Influence of the franchising code of conduct on the franchisor-franchisee relationship

Presentation TypePaper
AuthorsLim, Jolene (Author) and Frazer, Lorelle (Author)
EditorsO'Cass, Aron
Journal or Proceedings TitleProceedings of the 2000 Australian and New Zealand Marketing Academy Conference (ANZMAC 2000)
Number of Pages5
Year2000
Place of PublicationGold Coast, Australia
ISBN0868579785
Conference/EventANZMAC 2000: Visionary Marketing for the 21st Century: Facing the Challenge
Event Details
ANZMAC 2000: Visionary Marketing for the 21st Century: Facing the Challenge
Parent
ANZMAC Conference
Event Date
28 Nov 2000 to end of 01 Dec 2000
Event Location
Gold Coast, Australia
Abstract

The Australian government introduced the first mandatory Code of Conduct as part of the Trade Practices Act
(1974) to regulate its franchising sector in July 1998. In this research fifteen interviews were conducted to
obtain feedback from franchising participants regarding their views on the influence of the Franchising Code of
Conduct (the Code) on the franchisor-franchisee relationship.

It was found that although many of the interviewees thought the Code was ambiguous in many areas, as well as being costly and time-consuming to comply, they were generally supportive of the new legislation. In general, interviewees felt that through its numerous requirements, the Code was able to increase the level of trust and commitment between franchisors and franchisees at the beginning of the relationship. The Code was thought to be most beneficial when conflict occurred because it helps facilitate communication and provides a balance of power between franchisors and franchisees. However, it was revealed that the Code had the least amount of impact on the termination/renewal phase because most interviewees had not experienced the situation to be able to comment on it.

ANZSRC Field of Research 2020350710. Organisational behaviour
350716. Small business organisation and management
480699. Private law and civil obligations not elsewhere classified
Public Notes

Files associated with this item cannot be displayed due to copyright restrictions.

Byline AffiliationsDepartment of Management and Organisational Behaviour
Griffith University
Institution of OriginUniversity of Southern Queensland
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