An Empirical Analysis of the Influence of Entrepreneurial Orientation on Franchisees’ Outlet Performance and Intention to Stay

• 발행기관: 한국프랜차이즈경영학회
• 저자명: Adams Adeiza Marlin Abdul Malek Noor Azizi Ismail
• 간행물 정보: 『한국프랜차이즈경영연구』제8권 제1호, 5~18쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.03.30

영문 초록

Purpose – 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. Research design, data, and methodology – 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. Result and Conclusions – 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.

키워드

Entrepreneurial Orientation Franchisees’ Performance Overall Satisfaction Intention to Remain