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Negotiating agency in mitigating franchisee failure: A critical discourse analysis

journal contribution
posted on 20.04.2021, 10:56 by Olufunmilola Lola Dada, Winfred I Onyas
This study examines how asymmetries of agential power in franchisor-franchisee relationships contribute to franchisee failure, and how franchisees can negotiate agential power to mitigate failure. Based on a critical discourse analysis, the research findings establish that franchisor dominance during three core stages of the franchisee lifecycle – notably at the pre-launch, inauguration and operation phases – influences franchisee failure. Supporting a theorization based on the agencing framework, this paper presents a nuanced understanding of how agential power is attributed and negotiated in franchise relationships, and portrays franchisees as proactive actors capable of negotiating a stronger, counteractive, agential power position. We introduce the agencing framework as an important governance mechanism for franchise relations and raise implications for managing power-imbalances in franchise relationships.

History

Citation

Industrial Marketing Management, Volume 98, October 2021, Pages 1-16

Author affiliation

School of Business

Version

AM (Accepted Manuscript)

Published in

Industrial Marketing Management

Volume

98

Pagination

1 - 16

Publisher

Elsevier

issn

0019-8501

Acceptance date

29/01/2021

Copyright date

2021

Available date

15/02/2023

Language

en