Negotiating agency in mitigating franchisee failure: A critical discourse analysis.

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Date: Oct. 2021
Publisher: Elsevier B.V.
Document Type: Report; Brief article
Length: 217 words

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Keywords Franchising; Franchisee failure; Asymmetrical power; Agencing framework; Critical discourse analysis Highlights * Critical discourse analysis on agencing in franchising. * Franchisor power contributes to franchisee failure. * Franchisees can negotiate agential power to mitigate failure. Abstract 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. Author Affiliation: (a) Department of Entrepreneurship and Strategy, Lancaster University Management School, LA1 4YX, United Kingdom (b) School of Business, Marketing Division, University of Leicester, University Road, Leicester LE1 7RH, United Kingdom * Corresponding author. Article History: Received 18 February 2020; Revised 9 December 2020; Accepted 29 January 2021 Byline: Olufunmilola (Lola) Dada [l.dada@lancaster.ac.uk] (a,*), Winfred I. Onyas (b)

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Gale Document Number: GALE|A679457724