Negotiating agency in mitigating franchisee failure:a critical discourse analysis

Dada, Lola and Onyas, Winfred I (2021) Negotiating agency in mitigating franchisee failure:a critical discourse analysis. Industrial Marketing Management, 98. ISSN 0019-8501

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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.

Item Type:
Journal Article
Journal or Publication Title:
Industrial Marketing Management
Additional Information:
This is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management, 2021 DOI: 10.1016/j.indmarman.2021.01.018
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12 Feb 2021 11:32
Last Modified:
29 Sep 2023 01:38