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    Rights statement: 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/

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

Research output: Contribution to journalJournal article

Published
  • Anna Watson
  • Lola Dada
  • Owen Wright
  • Rozenn Perrigot
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<mark>Journal publication date</mark>1/07/2019
<mark>Journal</mark>Entrepreneurship Theory and Practice
Issue number4
Volume43
Number of pages22
Pages (from-to)751-772
Publication statusPublished
Early online date22/11/17
Original languageEnglish

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.

Bibliographic note

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/