Edinburgh Napier University

  The business to business (b2b) relationship literature shows that the features of business relationship such as control, support, cooperation and power act a little differently in franchise business. Information on, and identification of the actions in the franchise business relationship, that can increase or diminish trust and commitment between both partners, is also scarce. Furthermore, how can these actions contribute to, solidify relationship; attaining over all business development, adding value, achieving synergy, and competitive advantage? This paper will briefly review literature on the relationship of the franchisor and franchisee, investigating its elements, actions that deteriorate it and providing a background that how and why the conflicts occur. From this it will is hypothesised that certain actions of the parties in relationship and suggest a generic conceptual model that be adopted and applied by both partners in order to increase cooperation and work together for over all business growth. This will help to add value, achieve competitive advantage and growth. This model could be applied in any environment. This paper will act as catalyst for development of a model for franchise business introduction and growth in CIS.