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

Anna Watson, O. Lola Dada, Olufunmilola (lola) Dada, Owen Wright and Rozenn Perrigot ()
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Anna Watson: Hertfordshire Business School
O. Lola Dada: Centre for Research on Management, Economy and Society, Hertfordshire Business School
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

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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.

Keywords: entrepreneurial orientation; national culture; franchising (search for similar items in EconPapers)
Date: 2019-07
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-01615121
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Citations: View citations in EconPapers (6)

Published in Entrepreneurship Theory and Practice, 2019, 43 (4), pp.751-772. ⟨10.1177/1042258717738519⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01615121

DOI: 10.1177/1042258717738519

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