the franchisee's personal stake and involvement also has a downside if the franchisee's expectations and aspirations are not met. If that occurs, the franchisee may experience an intense disaffection for the franchisor and its program, which may exceed that of a fired manager of terminated dealer. The personal and financial stake of the franchisee-investor thus can be a two-edfed sword. The risk can be a serious barrier to an organization discontinuing the use of franchising. It definitely represents an ongoing administrative and managerial challenge of the franchisor, sometimes on a daily basis.