Motivation and autonomy in a digital organisational communication of a swedish franchise system

Sammanfattning: This study has investigated how franchisors can implement and adapt digital organisational communication with collaborative tools and communication theories to empower their franchisees, improve their motivation and foster greater autonomy within the franchise system. The study was made possible by performing a qualitative analytical case study within a franchise company together with both franchisors and franchisees consisting of a total of 5 units and 8 participants, with the help of semi-structured interviews and the Free Listing-method.  The result shows that there is a lot of room for improvement for both franchisees and franchisors in terms of how a digital organisational communication should be implemented and adapted with the help of collaboration tools and communication theories, but that much also lies with the individuals themselves in greater inclusion, but also to enhance their motivation and foster a greater autonomy within an organisation. The study was conducted to convey the various ways that digital organisation communication can be implemented within a franchise system, organisations or businesses.