Channeling Franchisee Independence: How Personal Initiative and Self-Awareness Mediate the Relationship Between Desire for Autonomy and Franchise Performance

Rooted in self-determination theory (SDT), this paper focuses on the relationship between a franchisee’s desire for autonomy and financial performance. The typical franchise requires system-wide conformity standardization. Yet, most franchisees are more than merely entrepreneurs with an instruction manual so they independence, addressing paradox of versus standardization represents major challenge franchisors. Utilizing sample 274 franchised fitness center locations across United States, study reports negative appetite independence their center’s However, we also report that adverse is positively mediated when channeled through personal initiative self-awareness. These findings suggest although may not be desirable franchisee disposition, its detrimental impact performance suppressed if aware strengths weaknesses demonstrate superior proactive behaviors.