Revisiting the contingency theory: dissection of entrepreneurial orientation elements in retail franchisee performance

Purpose This study aims to analyze how various contingencies within the contingency theory influence entrepreneurial orientation (EO) elements and performance of retail franchisees in a South Pacific Island nation. Design/methodology/approach employs quantitative approach data collection from 203 managers total 89 franchise outlets. Convenience snowball sampling techniques were used with analysis through SPSS AMOS covariance-based structural equation modelling (CB-SEM). Findings The results confirmed that technology, innovation promotion; competitive edge value co-creation; high return opportunity capitalization; empowerment support influenced franchisee performance, while responsive customer focused leadership competitor knowledge proved be insignificant. findings supported EO's on both financial non-financial indicators, greater indicators. result revealed EO accounts for partial impact remaining could attributed organization environment contingencies. Originality/value proposes novel context franchising, where we dissect key dimensions. It also adds extant literature broader environmental organizational factors termed as “strategic fit” affects performance.