Description:
<jats:p>This paper fills a gap in the research undertaken into the role of intrapreneurs in the international franchise process of an organisation. The intrapreneurial role of organisational members in implementing franchising decisions in an international hotel group was investigated. Semi‐structured interviews, observations and document analysis were used as the data collection techniques. Findings suggest that human factors play an important role in the expansion process and, in a culturally diverse context, franchising is very much the concern of the development directors who provide the attributes of intrapreneurs externally in the market.</jats:p>