1 Prepublication copy: This article was published online in the International Journal of Entrepreneurial Behavior and Research on 22 October 2020. See https://doi.org/10.1108/IJEBR-09-2019-0545 and will appear in an issue after 26(7) with page numbers. Franchising microbusinesses: Coupling identity undoing and boundary objects Colleen E. Mills colleen.mills@canterbury.ac.nz Faith Jeremiah contactfaith@gmail.com University of Canterbury Business School, Christchurch, New Zealand Purpose: This study presents an original empirically-based conceptual framework representing mobile microbusiness founders’ experiences when converting to a franchise business model that links individual-level variables to a sociomaterial process. Design/methodology/approach: An exploratory interpretive research design produced this framework using data from the enterprise development narratives of mobile franchisors’ who had recently converted their mobile microbusinesses to a franchise business model. Findings: The emergent framework proposes that franchisor’s conversion experience involves substantial identity work prompted by an identity dilemma originating in a conflict between role expectations and franchising operational demands. This dilemma materializes during franchise document creation and requires some degree of ‘identity undoing’ to ensure business continuity. By acting as boundary-objects-in-use in the conversion process, the franchise documents provide a sociomaterial foundation for the business transition and the development of a viable franchisor identity. Research limitations/implications: There is scant literature addressing the startup experiences of mobile microbusiness franchisors. The study was therefore exploratory, producing a substantive conceptual framework that will require further confirmatory studies.