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

Research output: Contribution to journalJournal article

E-pub ahead of print
  • Anna Watson
  • Lola Dada
  • Owen Wright
  • Rozenn Perrigot
<mark>Journal publication date</mark>22/11/2017
<mark>Journal</mark>Entrepreneurship Theory and Practice
<mark>State</mark>E-pub ahead of print
Early online date22/11/17
<mark>Original language</mark>English


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.

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This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage).