Franchising microbusinesses : coupling identity undoing and boundary objects
Purpose: This study presents an original empirically based conceptual framework representing mobile microbusiness founders' experiences when converting to a franchise business model that links individual-level variables to a sociomaterial process. Design/methodology/approach: An exploratory interpretive research design produced this framework using data from the enterprise development narratives of mobile franchisors who had recently converted their mobile microbusinesses to a franchise business model. Findings: The emergent framework proposes that franchisor’s conversion experience involves substantial identity work prompted by an identity dilemma originating in a conflict between role expectations and franchising operational demands. This dilemma materializes during franchise document creation and requires some degree of “identity undoing” to ensure business continuity. By acting as boundary-objects-in-use in the conversion process, the franchise documents provide a sociomaterial foundation for the business transition and the development of a viable franchisor identity. Research limitations/implications: There is scant literature addressing the startup experiences of mobile microbusiness franchisors. The study was therefore exploratory, producing a substantive conceptual framework that will require further confirmatory studies. Practical implications: By proposing that conversion to a franchise business model is experienced as an identity transformation coupled to a sociomaterial process centred on system documentation, this original empirically based conceptual framework not only addresses a gap in the individual-level literature on franchise development but also provides a framework to direct new research and discussions between intending franchisors and their professional advisors about person–enterprise fit. Originality/value: The conceptual framework is the first to address franchisors' experience of transitioning any type of microbusiness to a franchise business model.
Year of publication: |
2020
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Authors: | Mills, Colleen E. ; Jeremiah, Faith |
Published in: |
International Journal of Entrepreneurial Behavior & Research. - Emerald, ISSN 1355-2554, ZDB-ID 1447640-X. - Vol. 27.2020, 1 (22.10.), p. 231-250
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Publisher: |
Emerald |
Saved in:
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