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Entrepreneurial orientation rhetoric in franchise organizations: The impact of national culture

Author

Listed:
  • Anna Watson

    (Hertfordshire Business School)

  • O. Lola Dada

    (Centre for Research on Management, Economy and Society, Hertfordshire Business School)

  • Olufunmilola (lola) Dada
  • Owen Wright

    (Hertfordshire Business School)

  • Rozenn Perrigot

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This study examines the role of national culture on the entrepreneurial orientation (EO) rhetoric contained within franchisee recruitment promotional materials, where EO rhetoric is defined as the strategic use of words in organizational narratives to convey the risk taking, innovativeness, proactiveness, autonomy and competitive aggressiveness of the firm. The sample comprised 378 franchise organizations, in five different countries (Australia, France, India, South Africa and the UK). The results indicate that franchise systems operating in high uncertainty avoidance and feminine cultures use less entrepreneurially oriented rhetoric, suggesting that EO rhetoric in franchise organizations varies according to different national cultural contexts.

Suggested Citation

  • Anna Watson & O. Lola Dada & Olufunmilola (lola) Dada & Owen Wright & Rozenn Perrigot, 2019. "Entrepreneurial orientation rhetoric in franchise organizations: The impact of national culture," Post-Print halshs-01615121, HAL.
    • Handle: RePEc:hal:journl:halshs-01615121
    DOI: 10.1177/1042258717738519
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01615121
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    Cited by:

    1. Bate Adisu Fanta, 2022. "The Nexus between Uncertainty Avoidance Culture and Risk-taking Behaviour in Entrepreneurial Firms’ Decision Making," Journal of Intercultural Management, Sciendo, vol. 14(1), pages 104-132, March.
    2. Razmdoost, Kamran & Alinaghian, Leila & Linder, Christian, 2020. "New venture formation: A capability configurational approach," Journal of Business Research, Elsevier, vol. 113(C), pages 290-302.
    3. Evelien Croonen & Hans van Der Bij & Rozenn Perrigot & Assaad El Akremi & Olivier Herrbach, 2022. "Who wants to be a franchisee? Explaining individual intentions to become franchisees," Post-Print hal-03281669, HAL.
    4. Boulay, Jacques & Caemmerer, Barbara & Evanschitzky, Heiner & Duniach, Krista, 2020. "Multi-unit franchising from franchisor and franchisee perspectives: Antecedents, performance outcomes, and the optimal mini-chain size," Journal of Business Research, Elsevier, vol. 113(C), pages 49-58.
    5. Mendoza, Geovanny & Llopis, Juan & Gasco, Jose & Gonzalez, Reyes, 2021. "Entrepreneurship as seen by entrepreneurs in a developing country," Journal of Business Research, Elsevier, vol. 123(C), pages 547-556.
    6. Saloua Bennaghmouch & Martine Deparis & Hanene Oueslati & Marie-Catherine Paquier & Gerald Cohen & Laurent Grimal & Hocine Sadok, 2021. "Franchise et RSE : impact social et environnemental de la franchise," Working Papers hal-03694438, HAL.

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