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 franchisors' practices through in-depth interviews with 28 French franchisors and 25 their franchisees, offering three main contributions. First, reveal that do not always co-create franchisees. Instead, franchisor-franchisee co-dependency manifests both facilitation. Second, research offers a typology domains franchising, showing can participate franchisees' creation processes during set up launch franchise abroad, training dissemination, adaptation offering, management problems. Third, it seven franchisor styles – mentor, custodian, broker, partner, strategically focused, controlling principal, chameleon underlying dimensions terms activities preferences. The mapping detailed account practical ways to support depending preferences, resources, capabilities.