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This paper investigates the impact of US-based franchising in the Middle Eastern context of Egypt. In a review of the franchise literature, micro-and macro-level effects are identified and categorized across social, economic, cultural, political, and marketplace dimensions. A qualitative analysis using focus groups of Middle Eastern consumers was conducted. Clear evidence of ''consumer agency'' as a transformative force in the globalization process is revealed. In addition to confirming consumer agency findings from previous research, this study also indicates a sequential progression of product adoption over time along Eckhardt and Mahi's (2004) consumer agency categories. Managerial and theoretical implications are discussed.

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