Entrepreneurial Orientation Rhetoric in Franchise Organizations: The Impact of National Culture

Watson, Anna; Dada, Olufunmilola (Lola); Wright, Owen; Perrigot, Rozenn

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.

Citation

Watson, A., Dada, O. (., Wright, O., & Perrigot, R. (2019). Entrepreneurial Orientation Rhetoric in Franchise Organizations: The Impact of National Culture. Entrepreneurship Theory and Practice, 43(4), 751-772. https://doi.org/10.1177/1042258717738519

• Journal Article Type: Article
• Online Publication Date: Nov 22, 2017
• Publication Date: 2019-07
• Deposit Date: Jan 22, 2021
• Publicly Available Date: Jan 22, 2021
• Journal: Entrepreneurship Theory and Practice
• Print ISSN: 1042-2587
• Electronic ISSN: 1540-6520
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 43
• Issue: 4
• Pages: 751-772
• DOI: https://doi.org/10.1177/1042258717738519
• Keywords: franchising, entrepreneurial orientation, national culture
• Public URL: http://researchrepository.napier.ac.uk/Output/2716692