From Local Roots to Business Growth: A Phenomenological Study of Micro-Enterprise Franchisors

This study investigates the lived experiences of homegrown micro-enterprise franchisors in Negros Oriental, Philippines, who transitioned from operating small businesses to adopting franchising as a strategy for growth. Despite the increasing use of franchising to scale micro, small, and medium enterprises (MSMEs), limited research examines the entrepreneurial realities of provincial franchisors in emerging economies. Addressing this gap, the study aimed to understand how local franchisors experience, interpret, and navigate the franchising journey. A descriptive phenomenological method guided by Colaizzi was employed, involving in-depth interviews with six franchisors from various sectors and locations within the province. The analysis revealed that franchising is a profoundly personal and iterative process, rooted in resilience, community values, and a drive for legacy. Participants’ experiences were shaped by unplanned but opportunity-driven expansion, the need to balance operational leadership with system development, and the importance of adaptability in contracts and procedures. Through authenticity and legal protections, they safeguarded their brand identity, using localized marketing and informal networks to grow. Institutional support, self-directed learning, and consultancy services that filled strategic gaps were critical to their journey. The study concludes that franchising among provincial microenterprises is not merely a business model but a form of community-anchored, values-based entrepreneurship that blends grit with grounded support. These findings offer implications for MSME development, mentorship, and franchising policies in similar settings.