How do franchise organizations build momentum around change and an atmosphere of trust? Franchising brings a unique set of challenges in achieving organizational change. The main challenge is that franchise organizations actually consist of various firms (called franchisors and franchisees). One solution is fostering a healthy relationship with franchisees through franchise advisory boards. At their best, franchise associations and advisory boards help ensure that franchisee voices are heard and that collaborative relationships exist between the franchisor and franchisees.