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.

这项研究研究了特许人与被特许人关系中代理权的不对称如何导致特许人失败，以及特许人如何通过协商代理权来减轻失败。基于批判性话语分析，研究结果表明，在加盟商生命周期的三个核心阶段（尤其是在启动前，就职典礼和运营阶段），加盟商的主导地位会影响加盟商的失败。为了支持基于主动框架的理论化，本文对代理关系如何在特许关系中进行归属和协商提供了细微的理解，并将特许人描绘为能够谈判更强，反作用，代理权力地位的积极参与者。