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

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Título: Structures, Systems and Organizational Communication Processes in Franchises in times of crisis: the Spanish case
Autor/es: Monserrat-Gauchi, Juan | Quiles-Soler, Mari Carmen | González-Díaz, Cristina
Grupo/s de investigación o GITE: Comunicación y Públicos Específicos | Relaciones Públicas y Comunicación Empresarial | Grupo de Estudios sobre Comunicación Estratégica (E-COM)
Centro, Departamento o Servicio: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Palabras clave: Communication | Strategies | Franchise | Management
Área/s de conocimiento: Comunicación Audiovisual y Publicidad
Fecha de publicación: 2014
Editor: OberCom - Observatorio da Comunicação
Cita bibliográfica: Observatorio (OBS*). 2014, 8(2): 111-122
Resumen: 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.
URI: http://hdl.handle.net/10045/46947
ISSN: 1646-5954
Idioma: eng
Tipo: info:eu-repo/semantics/article
Derechos: © 2014 (Juan Monserrat-Gauchi, Carmen Quiles-Soler and Cristina González-Díaz). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd)
Revisión científica: si
Versión del editor: http://obs.obercom.pt/index.php/obs/article/view/641
Aparece en las colecciones:INV - COMPUBES - Artículos de Revistas
INV - E-COM - Artículos de Revistas
INV - RRPP - Artículos de Revistas

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