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An empirical analysis of the influence of entrepreneurial orientation on franchisees’ outlet performance and intention to stay

Adeiza, Adams and Abdul Malek, Marlin Marissa and Ismail, Noor Azizi (2017) An empirical analysis of the influence of entrepreneurial orientation on franchisees’ outlet performance and intention to stay. Korean Journal of Franchise Management, 8 (1). pp. 5-18. ISSN 2093-9582

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Abstract

Although literature has established the relevance of entrepreneurial orientation (EO) in the performance of conventional firms, the constraining nature of franchise arrangement makes one wonders if the same relationship holds for companies operating under the business model. Using Nigeria – a country with high potential for franchise growth – as a context, this study aims to explore the relevant entrepreneurial orientation skills exhibited by franchisees and show the extent to which these skills influence their business performance and intention to remain.26 franchisees purposively selected from six local franchise brands in Nigeria were interviewed.The three classic entrepreneurial orientation factors of innovativeness, proactiveness and risk-taking were found to have varying influence on franchisees’ business outcomes. This study answers the calls for more in-depth understanding of the relationship between EO and firm performance generally and, franchise firm performance in particular.The value of this effort lies in the fact that it strengthens theory and updates literature on the subject.Based on the findings, specific recommendations are offered to help improve the practice of franchising in Nigeria.An Empirical Analysis of the Influence of Entrepreneurial Orientation on Franchisees’ Outlet Performance and Intention to Stay.

Item Type: Article
Uncontrolled Keywords: Entrepreneurial Orientation, Franchisees’ Performance, Overall Satisfaction, Intention to Remain.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Dr. Marlin Marissa Malek Abdul Malek
Date Deposited: 30 Apr 2017 02:22
Last Modified: 30 Apr 2017 02:22
URI: https://repo.uum.edu.my/id/eprint/21848

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