Based on expectancy theory, this study examines the extent to which franchisees share innovative ideas within the franchise system as a function of their expectation that the ideas are adopted (success expectancy), and their belief that such effort benefits their own personal interests (valence) under different service industries. In addition, satisfaction is considered as an additional motivator that may promote the sharing of ideas. We argue how can the decision maker (franchisor) be aware and take advantage of unknown innovative ideas the franchisees may have.