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

Watson, Anna and Dada, Lola and Wright, Owen and Perrigot, Rozenn (2019) Entrepreneurial orientation rhetoric in franchise organizations : The impact of national culture. Entrepreneurship Theory and Practice, 43 (4). pp. 751-772. ISSN 1042-2587

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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.

Item Type:
Journal Article
Journal or Publication Title:
Entrepreneurship Theory and Practice
Additional Information:
The final, definitive version of this article has been published in the Journal, Entrepreneurship Theory and Practice, 43 (4), 2019, © SAGE Publications Ltd, 2019 by SAGE Publications Ltd at theEntrepreneurship Theory and Practice page: https://journals.sagepub.com/home/etp on SAGE Journals Online: http://online.sagepub.com/
Uncontrolled Keywords:
?? economics and econometricsbusiness and international management ??
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Deposited On:
13 Sep 2017 10:34
Last Modified:
18 Feb 2024 00:48