Zooming in on co-creation practices of international franchisors

There is limited knowledge on value co-creation in international franchising despite the collaborative nature of this major foreign entry mode. This article zooms in on international franchisors' co-creation practices through in-depth interviews with 28 French franchisors and 25 of their foreign franchisees, offering three main contributions. First, the interviews reveal that franchisors do not always co-create value with their franchisees....