This
may impact on mutual understanding of partner values and goals, and restrict
cooperative problem solving further constraining value creation in network
partnerships (Wu and Cavusgil, 2006). Moreover, past research suggests that
extraverted individuals often adopt condescending behaviours (such as criticizing and
coercion) (Buss, 1992) which may be perceived as disrespectful by franchisors, limit
open communication, damage levels of mutual trust and fuel conflict in franchising
relationships.