Franchisee’s entrepreneurial orientation dimensions and performance. Evidence from France

ABSTRACT

Franchisee’s performance has been frequently positively related to entrepreneurial orientation (EO), but the EO is a multidimensional concept and the interest of the literature on the dimensionality of entrepreneurial orientation in franchising is relatively recent. Consequently, one crucial issue that has not been addressed in previous research is the identification of the EO dimensions that most contribute to franchisee’s performance. The present study attempts to identify which entrepreneurial orientation dimension(s) are most relevant for differentiating franchisees by their relative performance. Our research pursues this objective with a segmentation methodology and identifying segments of heterogeneous franchisees that differ significantly regarding their performance as well as the dimensions of entrepreneurial orientation. Knowing better their franchisees’ EO, franchisors can select, support and train them bearing in mind the superior contribution of some dimensions of entrepreneurial orientation in comparison to others to improve franchisee’s performance.

KEYWORDS:

• Franchisee
• entrepreneurial orientation
• performance
• segmentation
• chaid

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was sponsored and partly funded by the Fédération Française de la Franchise (FFF)

Notes on contributors

Enrico Colla

Enrico Colla is Emeritus Professor at ESCP Business School in Paris. His current research interests fall into the area of retailers omnichannel strategy, industry-distribution relationship and regulation, franchising and green retailing.

Eugenia Ruiz-Molina

Maria-Eugenia Ruiz-Molina is Associate Professor at the Marketing Department of University of Valencia. Her current research interests are services marketing and the impact of information and communication technologies on consumer behaviour.

Catherine Chastenet De Gery

Catherine Chastenet De Gery is Associate Professor at ESCP Business School in Paris. Her current research is focused on the economics of organizations and institutions, particularly in the field of the retail sector.

Martine Deparis

Martine Deparis is Associate Professor at the NSEEC U Research Center, IREBS European Business School Paris. Her current research interests are omnichannel retailing, franchising and ubiquitous shopping experience.