The Role of entrepreneurial orientation in franchisee performance: A case study in the machinery industry

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.author Viiala, Joonas
dc.date.accessioned 2012-02-10T11:29:22Z
dc.date.available 2012-02-10T11:29:22Z
dc.date.issued 2011
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/2272
dc.description.abstract Franchise research has been limited in explaining performance discrepancies between franchisees. Conversely, firm performance is a central topic for Entrepreneurial Orientation (EO) researchers. Thus, an intersection of Entrepreneurial Orientation (EO) and franchise research has recently emerged providing a new approach to understand firm performance in franchising. Following up to this intersection, this study sets out to understand why there are discrepancies in franchisee performance and what the role of EO and its individual dimensions are in retail franchisee performance in the agricultural machinery industry in a developed market. Based on a review of previous franchise and EO research, this study develops a conceptual franchisee performance framework outlining the theoretical applicability of the EO-performance relationship to franchisees with local market adaptation being a potential mediator. Franchise-specific antecedents to EO as well as various moderating factors are also depicted. Next the empirical research uses a multiple case study approach to analyze six franchisees from the same franchise system to gain an in depth understanding about the dynamics of EO and franchisee performance. The results of this study are summarized in a franchisee performance framework that emphasizes the importance of intangible factors in franchisee performance and further supports the positivity of the EO-performance relationship. Moreover, the results indicate that the EO-performance relationship is highly complex as the distinct dimensions of the EO construct prevail in a unique constellation in the franchisee context. In particular, competitive aggressiveness is identified to have a direct and proactiveness both a direct and an indirect effect on franchisee performance. Local market adaptation appears to mediate the effects of innovativeness and risk taking on franchisee performance, while the role of autonomy is left open. Finally, this research contributes to the understanding of the relationship between EO and performance in a new context, while building another link between entrepreneurship and franchise research. en
dc.format.extent 116
dc.language.iso en en
dc.title The Role of entrepreneurial orientation in franchisee performance: A case study in the machinery industry en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Economics en
dc.contributor.department Department of Management and International Business en
dc.contributor.department Johtamisen ja kansainvälisen liiketoiminnan laitos fi
dc.subject.keyword franchising
dc.subject.keyword franchisee
dc.subject.keyword entrepreneurship
dc.subject.keyword entrepreneurial orientation
dc.subject.keyword firm performance
dc.subject.keyword market share
dc.subject.keyword agricultural machinery
dc.identifier.urn URN:NBN:fi:aalto-201305163158
dc.type.dcmitype text en
dc.programme.major SME Business Management en
dc.programme.major Yrittäjyys ja pienyritysten johtaminen fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon yrittäjyys
dc.subject.helecon entrepreneurship
dc.subject.helecon franchising
dc.subject.helecon franchising
dc.subject.helecon koneet
dc.subject.helecon machinery
dc.subject.helecon maatalous
dc.subject.helecon agriculture
dc.ethesisid 12709
dc.date.dateaccepted 2012-01-05
dc.location P1 I


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